End Food Waste Australia wants Aussies to join ‘The Great Unwaste’ movement, via Hopeful Monsters
Not-for-profit institution, End Food Waste Australia, is drawing attention to the easy ways Australians can reduce food wastage, via an optimistic campaign from Hopeful Monsters.
Cited as “the first collaborative food waste campaign” targeted at Aussie homes, ‘The Great Unwaste’ is a behaviour change platform developed to show people how they can readily save food and reduce wastage, thereby saving them money and cultivating “a more sustainable future” for the country.
The work’s release comes after the not-for-profit wrapped up research into Australia’s food waste trends, finding that the average household actually wastes over “twice as much as food each week than they think.”
‘The Great Unwaste’ leverages a 30-second film that provides viewers with a tour of everyday Australians’ homes, demonstrating how they inadvertently waste food, before encouraging them (and audiences) to embrace the food saving movement. The film was created via a Mint Films collaboration.
“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,” said Hopeful Monsters chief executive officer, Katie Barclay.
“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.”
End Food Waste Australia’s campaign director, Mandy Hall, revealed that the move to take a more optimistic approach to the topic was seen as “empowering” and “positive”, leading the not-for-profit to choose Hopeful Monsters to facilitate the platform.
“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,” Hall said.
“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,” Hall added.
‘The Great Unwaste’ is launching nationwide, and will use social, print, OOH, digital TV and radio channels to amplify its reach.
In addition to Hatched Media managing its media buying and planning efforts, the campaign will use behaviour-led OOH spots near supermarkets and inside shopping centres to inform audiences on how they can reduce food wastage “alongside The Great Unwaste website and extensive activity across owned, earned and shared channels and stakeholder communications.”
The platform hopes to lower the above-mentioned 2.5 million tonnes by roughly 20% by 2030.
Credits
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
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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