Consumers perceive the home to be the least likely source of food poisoning and their behaviour does not always correlate with their food safety knowledge, according to safefood research. Furthermore, people over-estimate how often they take an action to prevent food poisoning, such as handwashing.
safefood’s new food safety awareness campaign is aimed at over 65s on the island of Ireland, although its messages apply to everyone. It reminds consumers to foresee the risks, listen to the voice of food safety and remember the 4 Cs – Chill, Cook, Clean and avoid Cross-Contamination.
The over 65s are diverse in terms of physiological functions, health and lifestyle. As people age, changes to their immune systems and other health conditions can make them more susceptible to foodborne illness or food poisoning. If older adults contract such an illness, they are more likely to be sick for longer, be hospitalised or have severe complications.
According to Dr Linda Gordon, Chief Specialist in Microbiology for safefood, “The ‘Foresee the Risks’ campaign communicates often well-known advice in a way that will overcome the audience’s apathy or complacency. Much of the audience are aware they’re often taking chances with food safety at home, but they don’t mind as it hasn’t affected them yet and their inner voice tells them things will be fine.”
In this campaign, safefood brings that inner voice to life. As the characters prepare food, their inner voices are characterised as two miniature versions of themselves in the kitchen - a ‘good’ food safety side and a ‘risky’ food safety side. safefood is the voice that explains the risks of poor food safety at home. While their inner voices offer contrasting advice, they listen to and follow the voice of food safety.
The campaign combines the words ‘Foresee the Risks’ with the foundations of food safety – the four Cs – to create an umbrella brand that re-emphasises the core messages of food safety in an engaging and memorable way.
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