RSA – Making it inclusive

A national campaign that uses the wasted space on the inside of cereal boxes to encourage children to make things, by making a toy from a cereal box
My idea is to utilise the wasted space inside cereal boxes for a craft project for children. This would be part of a national campaign to encourage children to get making things. The craft projects in the cereal boxes would be an outline that children can decorate how they want. The campaign would be run inside supermarket own brand cereal boxes of the top four supermarkets; Asda, Morrissons, Sainsbury’s and Tesco. By using the cereal boxes it means that all the waste and the craft projects can be recycled when finished with.

-An end result that is accessible to as many children as possible
-An end result that is an environmentally friendly as possible
-An end result that allows children to be creative

Whilst researching into how children spend their free time and how I could include as many people as possible, I remembered how I used to make my own toys when I was younger from the empty packaging from around the house as we didn’t have money to spend on toys I would make my own. Going with this train of thought of getting children to make their own toys I looked into the cost of toys over the years and the poverty statistics. Whilst researching how children are spending their free time now, I came across a newpaper article from the mirror based on the increasing price of toys. When doing more research in to the cost of toys I found that the past year has been the most expensive with a 28% rise on the prices of the ‘12 dream toys for Christmas’ compared to 2014. Over the past 10 years the prices have increased by 56% (, 2016)

Having looked at the increasing cost of toys on the market I looked at child poverty in the United Kingdom. The most recent statistics I found were from Banardos where 3.7 million children live in poverty in the UK. Most of these families have around £13 a day to spend on food, clothing, toys ,transport and household bills. Realising how little money some people have to spend lead to looking into the most affordable way for children from any household income would be able to interact with the campaign. I thought about what every family would spend money on almost everyday-food.

I considered how, where and when people are more likely to get food from and the prices. To keep the price low and at something most people could afford I chose supermarket own brand cereal boxes. I looked into foodbanks, the usage statistics involving children and what foodbanks ask for in donations and found that cereal was on every list.
With low income being one of the top reasons for people to use a foodbanks and the lower price of supermarket branded cereal I decided to use this as the main touchpoint for families and the campaign

The next step was to think about how to use the inside of the cereal boxes. I thought of a basic template that children could decorate or leave as it was. With the reminder of the low amount of money some families have to live on I wanted it to require the least amount of materials-so I designed the templates so that all that would be needed was scissors and glue or tape. I designed four possible projects that would appeal to both boys and girls; a dinsoaur, a house, a theatre and a plane.


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