Project name
Less Food Waste
Client name
ACT Government
Channel
Print / Digital
Year
2021
Less Food Waste
ACT Government
Print / Digital
2021
The highest levels of food waste in the country and a wide spread of attitudes to the problem and different positions along the change.
Research outlined six key audience archetypes at different stages on the food waste journey. The strategy was to address the triggers and impediments of these and guide each through a classic process of behavioural change from awareness to advocacy.
A range of executions specific to different audiences within a multi channel multi target including development of a audience hub/website, Web content, social outdoor, transit, eDM’s, Point of Sale and blog content.