BACKGROUND:

Future In Our Hands is a Norwegian NGO that works to reduce food waste, by aiming to update the law to meet the modern sustainable European standard.

The Norwegian grocery stores were throwing away enough food to feed 1/3 of the country's population, and FIOH lacked the public support they needed to get the Norwegian Parliaments attention.

By opening a "grocery chain" filled with food waste, we could invite the whole nation to dumpster dive without risking 3 years in jail - since picking up expired food from a dumpster is only illegal if it's a dumpster.

The experience let people feel, see and taste the huge amount (and quality) of the food their local grocery store would throw away on a daily basis.

Placing the Dumpster Deli's outside of big grocery stores, we got a super visible placement while pulling people in to taste our trash in a hungry situation.

PRIMARY GOAL:

Get the new food waste law into parliament.

TARGET AUDIENCE:

Politicians and decision makers in the parliament.

APPROACH:

To get the attention of politicians and decision makers, we needed to make a cultural movement among the general public (not just enviromental activists).

Not an easy feat, with a general population sick and tired of hearing about food waste from depressing environmental campaigns for years. It was time to break completely with our category: and do something fun.

When picking up food, people signed the petition on the spot - either through a QR code on the dumpster or with the help from our people. A lot of people became members too :)

The first Dumpster Deli covered all the major Norwegian news channels from TV as well as Newspapers within 24 hours, generating 4M+ in earned media and reaching 23% of the total population.

But most importantly: We reach our primary goal of getting The Norwegian Parliament invited Future In Our Hands to legislate a new law for the first time. It's being negotiated in the Parliament as we're writing this (!)

- The new food waste law made it it to parliament

- 4.1M+ in earned media

- 23% of total population reached organically