This Save the Food PSA Delivers a Powerful Message About Food Waste
Katherine Pendrill — April 21, 2016 — Eco
References: savethefood & fastcoexist
'Save the Food' recently released a powerful PSA that uses the life cycle of a strawberry to deliver a meaningful message about food waste. Instead of bombarding consumers with statistics about food waste and its environmental impact, the ad aims to make people relate to their food on a more emotional level.
The new PSA from Save the Food is called 'The Extraordinary Life and Times of Strawberry' and it was made in conjunction with the Natural Resources Defense Council. The ad tells the story of a single strawberry, following it from the time it is harvested until it is ultimately tossed into a garbage can. The ad is designed to help consumers see just how many resources are wasted when they toss out uneaten food. As Matthew Atkatz from the agency that created the ad explains, "We chose to tell the story of a piece of fruit to try and make people relate at an emotional level rather than purely an intellectual one."
With food waste reduction becoming a greater concern worldwide, the ad helps to raise awareness at the household level.
The new PSA from Save the Food is called 'The Extraordinary Life and Times of Strawberry' and it was made in conjunction with the Natural Resources Defense Council. The ad tells the story of a single strawberry, following it from the time it is harvested until it is ultimately tossed into a garbage can. The ad is designed to help consumers see just how many resources are wasted when they toss out uneaten food. As Matthew Atkatz from the agency that created the ad explains, "We chose to tell the story of a piece of fruit to try and make people relate at an emotional level rather than purely an intellectual one."
With food waste reduction becoming a greater concern worldwide, the ad helps to raise awareness at the household level.
Trend Themes
1. Emotional Psas - Opportunity for creating emotion-driven public service advertisements that encourage socially and ecologically responsible habits.
2. Food Waste Reduction Awareness - Opportunity for campaigns that educate and engage the public about reducing food waste globally, in novel ways.
3. Single Item Analysis - Opportunity for increasing awareness of resource consumption by displaying the life cycle and waste of specific food and non-food items.
Industry Implications
1. Advertising - Opportunity for advertising agencies to create emotionally driven public service advertisements on socially and ecologically responsible habits that will inspire action.
2. Nonprofits - Opportunity for nonprofits to increase awareness of food waste reduction globally and provide sustainable solutions for households or national government policies.
3. Food Processing - Opportunity for food processing companies to improve their environmental and social responsibility performance by embracing renewable energy, minimizing waste generation, and sustainable packaging.
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