Are you a ham sniffer? Perhaps you are even a chicken washer? Food Standards Scotland’s ‘What is your Kitchen Crime?’ engages, amuses and gets the message across.

This public health campaign is a great example of how storytelling can change attitudes and behaviours. Using a tongue and cheek attitude to reduce food poisoning by asking the audience if they are guilty or not of 20 different kitchen crimes and integrating some hard-hitting facts too!

Food safety is a serious topic and to some people it sounds about as exciting as watching paint dry. Yet, it's a critical branch of science with potentially life-or-death consequences. Here's where humour comes in as a powerful tool to bridge the gap between dry facts and engaged audiences.

"What is your Kitchen Crime?" campaign achieves this. It brilliantly demonstrates the effectiveness of humour in capturing new interest. Humans are hardwired for laughter, and this campaign uses that to its advantage. It's more than just jokes, though. The campaign cleverly uses a quiz format, another element we naturally gravitate towards. Who doesn't love a good test of their knowledge?

The campaign uses components of storytelling such as relatable antagonists, audience targeting, opening hooks and jargon free language. We're not shown faceless villains, but everyday people unknowingly committing "crimes" that could make them or their loved ones sick. This personalises the message, making it all the more impactful. Jargon-free language ensures everyone can understand the importance of food safety.

Visually, the campaign is also very good. It unfolds like a captivating storyboard, showcasing the 20 most common "kitchen crimes." Right from the start, it grabs attention with a hilarious opening hook: "Are you a Meaty Mitter or a Grimy Wiper?". This lighthearted approach piques curiosity and encourages people to delve deeper.

While humour is the star of the show, the campaign doesn't shy away from hard-hitting facts. These are strategically interspersed throughout, educating viewers without ever losing the engaging tone. This balance between laughter and learning is what makes the campaign successful.

By weaving humour, relatable scenarios, and clear information, the "What is your Kitchen Crime?" campaign proves that science communication doesn't have to be dry. In fact, a little laughter can go a long way in making critical information accessible and memorable. You can learn more on page 78 of the FoodStories handbook.

Author: Laura Rice | UCD