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How can we raise awareness for two always ignored and interlinked social issues, food waste and food insecurity? At the same time, improve the credibility and trust of Dole, the world leader in fruit production, as leader in the Corporate Social Responsibility sector.
We used trash cans, the place where the food waste problem originates, as the main media to generate awareness about this issue. We transformed trash into a medium to catch people’s attention. By attaching a reminder of the human cost to the exorbitant amount of refuse that piles up on city corners and blocks, we shifted the narrative into something with positive traction.
By using trash as a media, and spending zero dollars in media placement, we placed these two issues in the world's spotlight. 170M+ impressions. 6.7M+ views on YouTube. $14M In Earned Media. Subsequently executed in London, Singapore, & São Paulo. 18,000 families assisted.
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