End Food Waste Australia launches new ‘The Great Unwaste’ campaign via Hopeful Monsters
Not-for-profit organisation, End Food Waste Australia, has launched a nationwide campaign ‘The Great Unwaste’ via independent creative agency Hopeful Monsters.
The first collaborative food waste campaign to speak directly to Australian households, the behaviour change campaign has been designed to unite people across the country in a movement to collectively reduce food waste, showing how relatable and easy to adopt lifestyle changes can significantly reduce the amount of food households throw away, saving money and creating a more sustainable future for Australia.
Mandy Hall, Campaign Director at End Food Waste Australia said: “Our brief was to use the evidence and science to create an inclusive campaign that, first and foremost helps Australians and asks them to consider the role they can play in reducing the 2.5 million tonnes of food wasted in households each year. We know that nobody sets out to intentionally waste food but it still happens.
“Hopeful Monsters was a standout in the pitch, creating a platform – The Great Unwaste – that immediately captures the energy needed to tackle this enormous challenge with a positive and empowering spirit. It’s a movement we’re inviting all Australians to get behind – from consumers to local councils and wider industry partners, so together we can be part of the change we need to see in homes and communities across the country.”
The launch follows the completion of a significant body of research by End Food Waste Australia into Australians’ food waste habits, which revealed the average household wastes more than twice as much food each week than they think.
The 30-second spot for The Great Unwaste, created in collaboration with Mint Films, serves as a rallying cry asking Australians to stop and think about food waste in their own homes with the question ‘Are you wasting more than you think?’ Taking viewers through typical Aussie homes, it showcases the common ways we unintentionally throw food in the bin, inviting Aussies to join The Great Unwaste and ‘turn food waste around’.
Katie Barclay, CEO of Hopeful Monsters said: “There’s no doubt food waste is a serious issue but until now, most food waste campaigns have focused on the size of the problem at hand. The Great Unwaste takes a more relatable, optimistic tone, showing the everyday moments that can lead to food waste – like dad always cooking too much pasta – and how together, with some simple lifestyle changes we can start unwasting food.”
Launching across Australia, the campaign will run across digital TV, OOH, print, radio and social, with media planning and buying from Hatched Media. Behaviour-led out of home spots in shopping centres and in close proximity to supermarkets will show consumers easy ways to start ‘unwasting’ alongside The Great Unwaste website and extensive activity across owned, earned and shared channels and stakeholder communications.
For businesses and organisations looking to support and get involved in The Great Unwaste extensive partnership opportunities are available.
The Great Unwaste has set an ambitious target to reduce the 2.5 million tonnes figure by approximately 20% by 2030, as part of Australia’s goal to halve food waste by that year.
End Food Waste Australia
Mandy Hall, Campaign Director
Ella Winnall, Campaign Manager
Hopeful Monsters
Katie Barclay, CEO
Carl Moggridge, Creative Partner
Alycia Raco, Strategy Director
Sophie Morris, Business Director
Brendan McGovern, Creative Lead
Kate Morgan, Creative
Leah Spadone, Designer
Blair Ellis, Account Director
Kat Taylor, Account Director
Garry Dawson, Account Manager
Martina Mera, Senior Account Executive
Connor Sprague, Account Executive
Hela Gomulwal, Account Executive
Mint Films – Production Company
Executive Producers: Andrew Seaton & Matt Samperi
Director: Andrew Seaton
Producer: Jessica Ameduri
Director of Photography: Matt Samperi
Post Production – Mint Films
Photographer: Seiya Taguchi
Post Sound – Rumble Studios
Hatched Media
Berlian Ayudya, Strategy Director
Laura Comber, Business Director
4 Comments
What the fuck was that? Please I dare anyone to watch that and have any idea what’s going on. Even worse is the out of home. It’s incomprehensible. What worries me is that the cause is so important. The irony is they have wasted creative talent and media money to make a nonsensical thing that has no idea in it and will never cause a blip anywhere.
The great unwashed WTF!
Best place for this the compost.
I think this is a you problem. It’s pretty clear what’s going on. You should have another watch and pay attention to the moving images and sound which should provide you with clues. There’s literally a VO that is explaining EXACTLY what the campaign is about. It’s engaging and well-executed. And FYI it’s the Great Unwaste.
Missed opportunity. There’s nothing for the audience here, apart from a veiled insult.
(Hey, you. Stop wasting food! Stick to your shopping list for once, you idiot.)
This campaign makes no attempt to contextualise what waste actually means or looks like to the audience.
There’s no problem presented to solve; it’s what you should do, but without the “why?”
That being said, there’s a little nugget in the end-line: “Every plate of food wasted costs the planet and your pocket.”
That’s interesting. What would that waste look like when it’s coming from someone’s pocket?
What are they missing out on? What are they wasting by wasting?
Would a freezer night each month get me an extra day at a ski lodge? Maybe it’s Cold Chisel tickets.
Give me a reason to care, without shaming me in the process.
Just don’t waste my time.
Please.