IU Dining
SPEC CAMPAIGN: Mia Anderson (AD & C)
Earned Media
A childish and ironic creature will become the face of IU Dining’s campaign against food waste.
Fall 2023
Indiana University Media School - Strategic Communication
Introducing CIBO (food in italian).
Cibo is a monster that absolutely hates food waste. It is his only personality trait. He is always angry. The only way to make him happy is to be conscientious about food within the IU dining halls.
Cibo’s Inception & Explanation
Students will take to social media, whether to positively talk about the monster, or make fun of it. In this situation no press is bad press for the food monster. He will be linked to the idea of reducing food waste, and each time he is mentioned, the reason for his creation will be looped into the conversation.
Additionally, a sculpture of the monster could be erected in one of the major dining halls. Students would come to take pictures with him, most likely as a joke, but regardless it would raise awareness of the food monster and his cause.
He should be somewhat mysterious, besides his hatred of food waste. He doesn’t match the above campaign signage as he is meant to be a surprising outside force, separate from traditional IU aesthetics. The visual representation and initial mystery about his existence is all the monster needs to become viral within the campus community.
