Context

Het Bitterbal Dilemma is a project made for the module 'Design for Transition'. It functions as an intervention in the daily life of people who eat meat and aims to make people think twice before eating anything from an animal.

Trough multiple different media, spread out in the park we increase our chance of reaching our target audience. These touchpoints include an enticing poster, the stall with the bitterbal and the game itself. This together forms the core of the multimedia experience.

Process

When we got this project, the initial statement had already been made; People feel to little when eating meat. An interesting perspective we saw in this statement is the fact that eating meat could be seen as an abuse of power. Not only could it be a power abuse, but it could also be seen as hypocritical.

We discussed multiple ideas including pretending a persons choice actually kills a live chicken or putting a person in the place of a cow. The latter option, while provocative, does not provoke enough empathy for the animal. Because a live animal would be too controversial, we settled on using a game. With a virtual animal, the users can still feel empathy, but it is still within our legal possibilities.

To directly attract our target audience, people who eat meat, we figured out something that they would definitely like. By offering meat for free we make sure that only people who are relevant to our statement will take part in the experience.