Script

As malnutrition in México rises, there is a need for a new approach towards mexican
eating habits.

Such radical changes in diet have swept through Mexico in the last decade leading to an
explosion of obesity. As families consume more processed food, Mexico has become one
of the highest ranking countries in the world. Studies by the Health Department show that
a startling 68 percent of Mexican adults are overweight and 29 percent are obese, just
behind the United States.

Fact not fiction

“Malnutrition costs 20 million dollars to México” (BM) Banco Mundial

According to studies by Banco Mundial (BM) and the International Labour Organization
(OIT), México loses 20 million dollars anually due to malnutrition of the population, since
bad health affects productivity, impairs cognitive functions and increases costs of medical
care, generating a poor economic growth and perpetuating poverty.

According to these institutions, developing countries loose 2% - 3% of GDP and in

productivity terms, more than 10% of the income a person would geta long his life.

39.7% of mexicans are overweight 29.6% are obese.

According to the National Institute of Public Health (INSP), almost 70% of adult population
is overweight or obese. 39.7% of mexicans are overweight and 29.6% are obese in both
women and men.

Monthly personal intake

3% vegetable proteína

15% mineral & vitamins

37% calories, carbs and fats

45% animal protein

This means 82% of mexican daily diet is based strictly animal proteín, calories,
carbohydrates and fats.

Users profile

Low to middle class , working adults., With children. , Income between 250 to 800 dls
per month., 30 to 50 years old., Married, single or divorced.

insights

LEARNING THE LIFESTYLE OF OUR TARGET

80% think they don’t have a balanced diet.

95% want to improve their health.

The art of reheating

EXTRA FOOD IS COOKED SO IT CAN BE REHEATED NEXT DAY.

MORE TIME, LESS WORK.

Less healthy, more unbalanced.

When extra food is cooked, people eat the same thing 2 or 3 days in a row, creating an
unbalanced diet.

Always coca-cola

THERE MIGHT NOT BE MILK, BUT THERE IS ALWAYS A BOTTLE OF COCA COLA

MEXICO IS THE WORLD’S LEADING PER CAPITA CONSUMER OF COCA COLA

Sometimes, they lie to themselves about what they eat.

According to psychologists, eating is a symbol of maternal affection.

“Symbolically, fat protects you against external aggressions.”

Larissa Garcia of Mexico Psychoanalytic Society

The fact of serving larger portions on larger plates has led people to overeat.

Scientists at Cornell University in the U.S

Design challenge

Propose a design solution that helps mexican middle class balance and rations their diet.

PROBLEM IS MALNUTRITION NOT OBESITY

IT’S NOT WHAT YOU EAT, BUT HOW MUCH.

MOMS: THEIR HOUSE, THEIR RULES AND THEIR FOOD.

CHUBBY KIDS = HEALTHY KIDS

Change the general idea, that chubby kids are healthy kids.

MEXICAN CUSTOMS ARE DIFFICULT TO CHANGEABLE

Our main goal is to ration food while motivating the user emotionally.