Free Press Journal changes its masthead to Free Food Journal designed by Taproot Dentsu India

Today the Free Press Journal has changed its masthead to “Free Food” Journal. Why? Because they wanted to use their masthead to draw the nation’s attention to issues that deserve to be addressed.

Because they don’t just want to be writing about the changes that India witnesses daily but also play a part in changing India for the better.

They started this movement on 29th August 2019, National Sports Day, by changing their 90-year-old brand name to “Free Sports” Journal. They want to shine the spotlight on the issue of food wastage and food donation.

Here are the statistics. 5,00,000 million. That’s the value of the food that is wasted in India every year. 40%. That’s the percentage of the total produce wasted. 200 million. That’s how many people go to bed hungry every night. 40%. That’s the percentage of children stunted due to hunger. This needs to change.

Which is why on the occasion of World Food Day, they want to address it. They dedicated two full pages to it, in an attempt to tackle the issue head-on. On the pages inside, articles were written by Sanjeev Kapoor, Gauri Devidayal, Luke Coutinho, and by representatives of Roti Bank, Annamrita, Community Fridges, highlighting different aspects of the problem and the solution.

Abhishek Karnani, Director, Free Press Journal said, “This is one of the most pressing issues that India is facing. A number of NGOs and organisations, including government bodies, have been working on finding solutions to this issue for the last 4-5 years. We want to do our bit to contribute and to raise awareness about the issue. By changing our masthead to reflect it, we are reflecting upon and dedicating two full pages to amplify this it. We will be taking this idea forward through the year, shining the spotlight on multiple issues – like access to education, healthcare, safety, etc., on relevant national and international days.”

The idea was created by Taproot Dentsu and Chief Creative Officer and Co-Founder, Santosh Padhi said, “I’m glad that we have the platform to give this issue the importance it deserves. And I’m even happier to say that we have managed to get quite a few NGOs to partner with us and accept donations, who are also just a phone call away in case you want to donate leftovers from a party, wedding or gathering. So, we have a strong call to action well integrated.”