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**__GROUP 10: Food Additives__** Source: [] Source: []
 * **Food additives are substances added to food to preserve flavor or enhance its taste and visual appeal.**

Buying food was such a simple process when the food came straight from the farms. However, in today’s fast paced world, processed foods are all that people seem to eat. These factory produced foods have many chemical additives in their products and the very same products are significant part of our diet.

You may not be able to pronounce most of these chemicals' names but are definitely entitled to know what each of them do. It is important to know which of these chemicals are safe and which ones aren’t. Our campaign aims to educate consumers about the harmful chemicals found in some of the most commonly consumed products. || Source: []


 * __ Group Communication Strategy __

What are we trying to achieve with this?** We want to make people aware that not all food additives found in their daily foods are good for them. Just because it makes their food taste good, makes it last longer, or adds a nice color to it does not mean it is totally safe.

We want to send out a message that there are some additives that are dangerous to one's health. They can cause allergic reactions, have side effects or can even increase your chance of getting a deadly disease like cancer.
 * What is our message?**

Our message is targeted towards the public, especially towards those who do not pay particular attention to the ingredients (contents) of their purchased foods.
 * Who we are trying to target the message to?**

We are targeting those who purchase food for the family. We are also targeting those who live on their own. Health professionals are also potential target because more aware they are on the issue, they can pass on the knowledge to their patients. Hence, increasing the awareness.
 * What is my audience / target demographic?**

We can make use of the social networking websites such as, [|facebook], [|twitter], wikispaces, and [|youtube] to get our message across. Since people of all ages are using these networking websites, we feel we can target a large portion of the population in a effective manner through these mediums. [|Please join our group on facebook] We have also created a survey so that we can collect and analyze data and provide the information back to the people. [|Please take few minutes to do our survey.]
 * What media is the best way to reach them?**

We are telling the people to protect themselves and their families from harmful food additives.
 * What message we are putting out?**

We want the public to take extra care when they purchase their foods. We want them to read the labels properly and know what the additives means and its effects. We want to create an awareness that just because it tastes, smells and/or looks good, does not mean that the food is good for you.
 * What change are we tryign to bring out?**

We want the public to be smarter and make smart choices when it comes to their food and the food they provide to their family members.
 * What are the influences we want to bring?**

__**Marketing**__ To educate people about the harmful additives used in their everyday foods, and which additives to avoid and why (their side effects). To create awareness throughout the community around us as well others around the world. Everyone who does grocery shopping for themselves or their family members. Even if they do not shop themselves, they can be well informed and educate their family members who do purchase food for the household. We want to provide people with the knowledge which can help them make healthy choices for themselves and their family. We want to help the consumers make smarter and safer choices. We want to outline the short term as well as long term consequences of eating additives-filled foods. We also want to provide the consumers with a list of some of the most commonly consumed items that contain harmful additives. Create a group on facebook to provide information on the issue. Post videos on the group’s page from youtube, google video, and other website. There will also be published articles and research posted on the group’s page for easy access. Group members will have access to weekly or monthly newsletter which will be send out through e-mail. Other visual advertisement from various sources will also be used to promote our campaign. Conducting surveys to see how much consumers already know about the food additives will be the primary goal. Personal experiences and observations will also be used as a form of measure. Having a facebook group and allowing members to post their questions and concerns allows us to have a two way interaction and gain more insight into their habits.
 * Objectives **
 * Goals **
 * Audience **
 * Key Message **
 * Strategy **
 * Tactics **
 * Measurement **

__ ** Research ** __ [|Understanding Food labels] [|World of Food Additives] [|Basics of Food Additives] [|Harmful additives make the news in UK] [|List of additives and details pertaining to each additive] [|Click here for the Video]
 * Do additives make kids hyperactive?**
 * There are many conflicting reports on the topic. Following is report (video) by news channel MSNBC

media type="youtube" key="57uyHcnv6Ss" height="344" width="425"** Source: [|**http://www.youtube.com/watch?v=57uyHcnv6Ss**]
 * Following is video prodiced by Psychetruth in 2008 and has been posted on youtube, myspace, psychetruth's blog and various other websites to raise awareness on the issue of harmful food additives.

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