"Edible Investments" is a fictional campaign for a movement encouraging people to eat more vegetables. The campaign's objective is to present vegetables as an important part in dietary habits, highlight its long term benefits & value, and encourage people to rethink their attitude towards food and vegetable intake.
The idea is to "invest in yourself" by eating more vegetables. If these professional adults are willing to save & invest their hard earned money to fulfil their goals (retirement, marriage, kids, travel, opening their own business, etc), why can't they bother investing on their own health?
By presenting the human-vegetable relationship as a human-currency equivalent hopefully audience will understand the greater value of vegetables and take action to consume it actively.
Also by framing the narrative as a long term profitable cause-and-effect, it is hoped that the logical approach can affect the male audience who is harder to reach when it comes to health messages concerning vegetable intake.
