BRIEF

　　In collaboration with Greenpeace Mexico and Food Myth Busters. The fast pace of modern life in cities and the bombing of misleading advertisement full of omissions, has made us believe that fast and processed food gives us comfort and practicality, even when it endangers our health and is based on a harmful model that only benefits big companies. Transnational corporations control the industrial agriculture model; spend billions of dollars to exert political pressure and convince us we need all the processed products and foods in our diet and lifestyle. This same model encourages a system of agrochemicals, pesticides, fertilizers and genetically modified seeds promoted by themselves; justified under a false ideal of feeding the world and its growing population; but omitting they pollute

　　water with toxics, sharpen social inequality in the fields, and limit access to healthy and sustainable consumer choices. Small farmers —who produce 70% of food worldwide—have less support from public policies and more pressure from corporations. Their options are limited to quit farming

　　altogether or join the industrial model, adopting harmful practices such as the use of chemical inputs; making industrial agriculture a vicious circle of high economic, social and environmental cost.Organic farming shows that it is possible to enjoy healthy eating, and we all have the power to make this a reality. This model protects the soil, water and climate, promoting biodiversity. In turn, it doesn′t pollute the environment with agrochemicals and transgenic crops; and allows a world where producers and consumers, and not corporations, control the food chain. Whenever you choose natural and fair trade foods you make a choice that benefits your health and that of your　family, that empowers those most in need and promotes food sovereignty —our right to decide what to eat and determine who produces it and how. You are what you eat: because of that prefer natural and sustainable source foods over highly processed and packaged ones. WHY IS IT IMPORTANT TO CONSUME NATURAL FOODS? A natural and sustainable diet will provide sufficient nutrients to feel better and live a healthy life. The vast majority of processed foods are composed of chemicals, preservatives, substitutes, additives, artificial colors; as well as high amounts of salt, sugar, fat and sodium, which consumed in excess, are associated with diseases such as obesity, diabetes, hypertension, renal insufficiency, among others. Supports and empowers small producers and local farmers; promoting sustainable agriculture and fair trade over the agroindustrial model. By promoting organic farming you protect the environment, because it doesn′t use agrochemicals and GMOs,　protecting soil from erosion, pollution and acidification. Organic farming allows a world where producers and consumers, not corporations, control the food chain.Reduces the environmental impact caused by waste derived from packaging; as well as the resources used during manufacture.Contrary to the general perception; a diet based on natural foods prepared at home is cheaper than processed　products and eating out. It′s necessary to reverse the distorted vision of nutrition generated by advertising. To the extent that we as consumers demand healthier products, companies will be forced to broaden their offer, giving higher quality foods. To guide future generations towards healthier habits and a just food model.

　　TIPS FOR A BETTER NUTRITION

　　The first step is to really know what you eat. Research and questions ingredients and production mode.

　　Read labels and nutritional information as a habit. The decision of which food enters your body is the most important. Did you know that the order in which the ingredients appear listed indicates of what consists mostly a product? That chocolate you love can actually be a sugar bar with a minimum percentage of cocoa. Avoid food not labeled or omitting nutritional information. Always prefer natural ingredients over processed foods, frozen and with unnecessary packaging. Remember to take your bags, reusable bottles or boxes for shopping. Prefer consuming local foods from small producers (ex.markets vs chain supermarkets). This creates greater ties with suppliers and lets you know more about the origin and method of production of what you eat. Avoid products with several ingredients which you can′t pronounce, dubious names, or which your grandmother would have never bought. Ex. Concentrate “DelCampo” (brand name) or “flavoring identical to natural”Identify ingredients substitutes. Ex. sugar (high fructose corn syrup, glucose, fructose, sucralose, aspartame, etc). Avoid foods that spend large amounts of money on advertising to convince you that are nutritious. Today many products are advertised as natural, green or organic; make sure they really are and don′t pay extra for deceptive products. Avoid fruits, vegetables and natural foods with “perfect”appearance, many have added synthetics; plus you’ll help prevent food waste for aesthetic reasons. Plan your menus in advance; this will help you to save on purchases and avoid waste. Cook at home; learn, enjoy and share with family and loved ones. Promote healthy eating habits in babies and young children;

　　they are particularly vulnerable. Share information and your experiences with more people. Help them to change their habits. Always support your diet with physical activity and nutritional counseling. For more information visit the links section www.segundallamada.com/links

　　NOTE REGARDING PARTICIPATION

　　The main purpose of this competition is to create awareness, reflection, dialogue and spread information. We expect that all participants, judges and collaborators are interested in the topic, and to become the starting point to improve their habits and contribute to solving the problem as a team.

　　Therefore we ask for a real commitment and respect for the subject: from reflection and careful research to self congruence. if you are not interested genuinely and selflessly in this problematic,　we beg you to refrain from participating.

　　BASES

　　Participation is open to professionals and students within the

　　areas of design, visual communication and related careers.

　　JURY

　　The proposals will undergo a preselection process by a committee

　　composed of graphic design, visual communication,

　　sustainability and nutrition proffesionals.

　　Detailed information about the preselection committee jury :

　　www.segundallamada.com/preseleccion2015

　　Alegandro Ramirez / Mexico

　　Aram Huerta / Mexico

　　Cesar Ali Hernandez / Mexico

　　Claudia Tello / Mexico

　　Dale Nason / Australia

　　Damaris Caballero / Mexico

　　Edith Martinez / Mexico

　　Emrys Miller / Canada

　　Juan Luis Bolanos / Mexico

　　Marco Toxico / Bolivia

　　Marina Cordova / Bolivia

　　Naomi Sultana / United States

　　Shana Declercq / United States

　　Sergio Grande / Mexico

　　Olivia Leon / Mexico

　　Taber Colderon / United States

　　Zhonghao Wu / China

　　The 100 finalists proposals will be judged by an international jury comprising:

　　www.segundallamada.com/jurado2015

　　Agnieszka Ziemiszewska / Poland

　　Aleira Lara - Greenpeace / Mexico

　　Anna Lappe - Food Mythbusters / United States

　　Frank Arbelo / Bolivia

　　Daniel Bravo / Greenpeace / Mexico

　　Laura Llopiz / Cuba

　　Lauren Singer - Trash is for Tossers / United States

　　Michael O′Heaney - The Story of Stuff / United States

　　Moises Romero / Mexico

　　Pablo di Firma / Argentina

　　Shino Suefusa / Japan

　　Xaviera Cabada - UMN - Poder del Consumidor / Mexico

　　Yayo Herrera / Colombia - Canada

　　Works will be assessed according to the following concepts:

　　Concept originality

　　Graphic Quality

　　Message conveyance clarity

　　The jury’s decision is final and incontestable.

    FECHA DEENTRIES’ RECEIPT

　　Participants can upload a maximum of 3 proposals (single or conforming series).

　　Proposals must be uploaded trough the following link:

　  www.segundallamada.com/upload

　　From Monday May25th, until Monday July 6th at 23:59

　　of Mexico city time CDT (GMT – 6hrs)

　　SPECIFICATIONS

　　To participate in the competition, entries sent must include

　　the following:

　　A) POSTER

　　Size: 60x90cm (3545 x 5313px – 150 ppi)

　　Vertical format only. Black ink or grayscale,

　　JPG, Grayscale mode, (NO RGB / CMYK) maximum 5MB.

　　B) LOW RESOLUTION POSTER

　　600x900px – 72ppi JPG, Grayscale (NO RGB / CMYK)

　　C) BRIEF JUSTIFICATION

　　300 characters maximum. Without name or alias.

　　D) CONTACT INFORMATION AND SUSTAINABLE

　　ACTION PROPOSAL

　　Full name, age, address, zip code, country, telephone number,

　　e-mail address and a proposal of a sustainable action related

　　to food habits which the participant commits to undertake in

　　his/her daily life.

　　If an entry does not consist of all four parts, it will not be considered

　　for the competition.

　　官方網站：www.segundallamada.com

　編輯：代浩