1/3 of everything you buy goes straight to the garbage.

In Brazil, where 44 million people starve, 39,000 tons of food go to the garbage every single day. It would be possible to solve the hunger problem in the country just by avoiding waste.

Instituto Akatu for Conscious Consumption needed to let people know about this alarming fact.

We decided to use the same weapon used by supermarkets to make people buy more.As such, we created offer flyers in which all the products were rotten, followed by their average prices to call the attention about the waste of food and how much it costs. These flyers were handed out to consumers in front of supermarkets and groceries, by actors disguised as sales promoters

The initiative impacted people and received local media coverage. It helped to generate more than 300 thousand hits to the Instituto Akatu's website by people concerned to learn more about conscious consumption..