The brief
Get the public to waste less food by increasing awareness of the link to climate change
How we made positive change
Our creative imagined the planet as rotting food and told 18-54 year olds that wasting food feeds climate change on paid, owned and earned channels. Nadiya Hussain fronted the media campaign and set the country a challenge to waste no food, while hundreds of partners and a host of influencers amplified our message. Watch the film here.
Impact
17.5m
saw something about food waste during the week
5m
people directly recalled the campaign
114
pieces of coverage during the Week
47%
of those who recalled the campaign said they have changed, or will change their behaviour as a result
500m+
opportunities to see the campaign across all channels
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