We used this "digital food waste" for something good – to remind people about the green bag.

Through social media and ads, we got people to hashtag their food pics with greenbag – thus doing something for the environment in the process. Each picture provided the number 30-bus with fuel to get through the city. 12 meters per picture. Hidden along the route were festival passes, buss tickets and other prizes.

Kick-off was at Norway's biggest music festival where the bus ran through the city live on the big screen when people tagged their festival food pics with greenbag.

Now, eventhough the campaign is over and there are no more prizes to be won, people are still tagging their pics and the bus is on its sixth round. The level of recycling among the target group is up by 17 %, showing that more people remember the green bag when they make, eat or absolutely have to take a picture of their food.

gronnpose shows that instead of asking people to do something they otherwise wouldn’t, it's better to piggyback on an already established trend. Maybe even give it some extra purpose by adding an environmental aspect.