Along with a large campaign to call people's attention to the fact that 1/3 of everything they buy goes to the garbage, Instituto Akatu for Conscious Consumption put a hot site on the air explaining, in a simple and fun way, what one can do to fight wasting of food. The site, in which users can interact with a virtual character, received great repercussion and generating over 300,000 hits teaching people to change their consumption habits in an efficient and positive way.