We brought all of this research together to build a custom-made, bright yellow horsebox, filled with facts and insights that could be accessed through a personality quiz. Topline provocations and questions presented themselves on freestanding structures, from which visitors made choices as they went around, culminating in an interactive reveal of their meat personality, along with recipe cards and pledges to support and encourage behaviour change. We captured the voices of LEAP scientists, playing them through the structures of the installation and using QR codes to take users to a specially designed website containing further information and tools.
Whilst the pilot version had been designed specifically to enable researchers to have direct conversations with the public and learn more about how to impart their findings, in this touring version the learning was broadened to include a growing understanding of the challenges and barriers to changing dietary behaviour as well as the systemic changes in the food system that people most wanted to see. This included signature boards encouraging visitors to reflect on the wider food ecosystem and put their name to the changes they want to see from policy makers and retailers. In every location visitors were welcomed by a dedicated team, including a tour manager, researchers and local facilitators recruited from each area.
