Campaigning to stop food waste
Fighting Food Waste
Food waste is central to some of the key challenges facing the world today, including hunger and poverty, climate change, health and wellbeing and the sustainability of agriculture and oceans. As the global leader in food service, Compass Group introduced Stop Food Waste Day in 2017. Compass Group's commitment to tackling food waste is aligned to the United Nation’s Sustainable Development goal #12.5 as they work to halve food waste by 2030.
Compass set us the challenge of working with them to develop a Stop Food Waste Day campaign and web presence.
Many people are simply unaware of the scale of the problem - such as that 33% of all food produced is wasted, or that 8% of greenhouse gas emissions are due to food loss or waste. Our first strategy was to communicate some of the most impactful stats through the website and social media.
A recipe for success
It is important through the campaign that we enabled people to help themselves and to empower them to make a difference. So through the website a host of different recipes are shared that helps people make the most of their food and to use up their leftovers.
Extending reach and engagement
One of the key challenges is to reach new audiences and to engage those who wish to become involved. A social media strategy was developed that helped to extend the reach to new audiences. The website also enables visitors to subscribe to latest news updates, events or stories, to encourage repeat visits to the site and to deepen engagement with the campaign.
Pledging to make a difference
The final ingredient of the campaign was to encourage everyone to make a pledge to stop wasting food. Visitors to the website can make a pledge, which they share on social media. The idea was not only to encourage a longer term commitment for those already engaged with the campaign, but to also reach out to new audiences through their social followers.