Feeling Lost.../ Stream of consciousness problem-solving

We've reached the middle of a really intense semester and I already feel like I've lost my steam.  This campaign project is throwing me for a loop and now I'm scared that all of the other projects to come will throw me too! Aaaah!!!

I know that the problem with my social cause campaign is a lack of clear focus but I just can't seem to nail it.  I started with the "fast food is bad you shouldn't eat it" approach and then veered into "do you know what you're eating?" abandoning fast food altogether.  The new direction is a lot better than the fast food campaign was but it's still completely unfocused.  Let's look at the pieces I have so far:

Ok, so I think the kids are out.  Childhood obesity is really a whole other campaign.  So if I'm focusing on knowing where the food comes from the science lab is good with tweaks, the factory is good but needs to be less concentration camp-y. Or does it?? These factory farms are basically concentration camps for cows and pigs and chickens so why not link the two? Or is that too scary??  Probably yeah-ok, so we'll keep the factory but make it more factory like.


So now my two biggest problems are 1: my copy, which is a big hot mess; and 2: my third piece.

Ok, so the point of this campaign is to make people want to be more aware of where their food comes from.  I'm doing this by showing places where the majority of food is produced that just doesn't seem quite right.  Food should come from farms and gardens, not factories and science labs.  Where else isn't quite right?


Ooh, what if I compared and contrasted? I know we shouldn't show cause and effect but compare and contrast might be what I need to do.  Like if I showed a factory next to a sunny farm.  Showed a garden next to a science lab?  A happy butcher next to mean looking executives??

To be continued...