We created a sticker of nutritional facts and the message was placed on trash cans. It is simple, remembering that what you throw in the garbage, is often what indigent people eat as a full meal

Phone calls to their Call-Center increased by almost 50% and visits to their homepage reached almost 11,000 hits in the first weeks. The message also created a great deal of awareness and huge word of mouth, resulting in people searching around the city for the message.

All this was achieved with only a small fraction of the budget that other Public Awareness campaigns use.