WRAP - FOOD WASTE UK
We were tasked with creating a social norming campaign to inspire a new culture in which food waste is unacceptable, whilst providing tools and inspiration to shift behaviours.
Our solution was a simple equation, Food Waste = Climate change.
Positioning food waste as one of the leading enemies of climate change –along with Flights, Cars, Plastic, etc. Things the population already care deeply about, or at feel a sense of collective responsibility or even shame.
This penny drop insight was brought to life through striking visuals of the impact of climate juxtaposed against rotting food, as well as our “sticky” tag line “Food waste feeds climate change”.
