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Project name

Less Food Waste

Client name

ACT Government


Print / Digital



The Challenge

The highest levels of food waste in the country and a wide spread of attitudes to the problem and different positions along the change.

The Strategy

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.

The Work

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.

increase in page views
increase in Instagram followers
Facebook impressions