Helping the citizens of Copenhagen to reduce food waste
Overview
According to the Danish Veterinary and Food Administration, a four-person family throw away edible food worth upwards of 7,000 DKK per year.
That is the equivalent of every person throwing nearly 20% of their purchases straight in the bin. At the same time, 90% of the Danish population want to reduce food waste.
The Technical and Environmental Administration in the City of Copenhagen wanted to help reduce the amount of household food waste through an action-oriented campaign.
Challenge
We helped them develop and test an idea for an initiative: a "To Be Consumed Soon" sticker for the refrigerator shelf.
Process
In the iterative test, we received regular feedback and adjusted the concept and visual expression through photo observations and interviews with locals.
Result
The final product was a Gocard postcard, which was implemented as one of the campaign's action-generating elements.
