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Free Press Journal seeks change, turns Free Food Journal

Conceptualised by Taproot Dentsu, the idea addresses the issue of food wastage and food donation

On World Food Day, October 16, 2019, the Free Press Journal changed its masthead to “Free Food” Journal. Why? Because the newspaper wanted to use its masthead to draw the nation’s attention to issues that deserve to be addressed. Because it does not just want to be writing about the changes that India witnesses daily but also play a part in changing India for the better.

Free Press Journal started this movement on August 29, 2019, National Sports Day, by changing its 90-year-old brand name to “Free Sports” Journal. And yesterday, the spotlight was on the issue of food wastage and food donation.

Here are the statistics. 5,00,000 million. That’s the value of the food that is wasted in India every year. 40%. That’s the percentage of the total produce wasted. 200 million. That’s how many people go to bed hungry every night. 40%. That’s the percentage of children stunted due to hunger. This needs to change.

This issue needs to be addressed. Which is why, on the occasion of World Food Day, the newspaper addressed it. The newspaper dedicated two full pages to it, in an attempt to tackle the issue head-on.

On the pages inside, the readers found articles written by Sanjeev Kapoor, Gauri Devidayal, Luke Coutinho, and by representatives of Roti Bank, Annamrita, Community Fridges, highlighting different aspects of the problem and the solution.

Abhishek Karnani, Director, Free Press Journal, said, “This is one of the most pressing issues that India is facing. A number of NGOs and organisations, including government bodies, have been working on finding solutions to this issue for the last 4-5 years. We want to do our bit to contribute and to raise awareness about the issue. By changing our masthead to reflect it, we are reflecting upon and dedicating two full pages to amplify this it. We will be taking this idea forward through the year, shining the spotlight on multiple issues – like access to education, healthcare, safety, etc., on relevant national and international days.”

The idea was brought to the newspaper by Taproot Dentsu, one of India’s leading advertising agencies. 

Santosh Padhi (Paddy)

Chief Creative Officer and Co-Founder of Taproot Dentsu Santosh Padhi (Paddy) said, “I’m glad that we have the platform to give this issue the importance it deserves. And I’m even happier to say that we have managed to get quite a few NGOs to partner with us and accept donations, who are also just a phone call away in case you want to donate leftovers from a party, wedding or gathering. So, we have a strong call to action well integrated.”

At the end of the second page, the newspaper published a list of NGOs, that help provide different solutions, with their contact details. “In addition to this, beyond the pages, you’ll find that our Free Food Roundtable will keep adding and addressing more on this issue as well,” Free Press Journal said.

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