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Go Vegan!
A digital experience to educate young people on the climate change benefits associated with a vegan diet/lifestyle.
Completed at Massey University Wellington (2019)
The Brief
The brief for this project was to create a digital experience to educate young people on the climate change benefits associated with a vegan diet/lifestyle.
The Problem – Polarising Views
The vegan lifestyle is very polarising. Very early into the research progress we realised that people often had a strong opinion on the vegan lifestyle – often not supported by fact or evidence. This proved to be a real barrier as users often didnt want to learn about something they have already internally deemed to be irrelevant.
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The Solution
The vegan lifestyle is not for everyone. With this in mind, we were not creating a tool for every young person, only the select bunch of youngsters who haven’t quite decided that know completely everything. The key to this was to tailor the service depending on the user – a ‘pick your poison’ sort of experience where the users could learn based on their attitude. This allowed us to filter out the audiences that we didnt want, and retain the ones we did want – with tailored experiences to educate (or reward) based on the answers the users provided to simple lifestyle questions.
Future Extensions / Revisions
The thing that really made this experience work was the interaction. Youngsters felt as though they were deciding their own fate and this is something I would love to have pushed further. This concept could be reimagined into a app format where kids are able to create their own character and complete their own story – much like a video game. Instead of racing cars and bank robbery this game would have healthy lifestyle tracking and rewards for their efforts to work towards a vegan lifestyle. Hindsight is a beautiful thing!
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