Humans have rights. Animals have rights. And yet food, which keeps us all alive, has none. Food waste is connected to everything. That single strawberry, or carton of milk, or loaf of bread, when added up with all the other seemingly inconsequential stuff forgotten in the back of the fridge, has a butterfly effect that connects to many other issues, whether they be environmental, economic, or social. Food is alive, it sustains us all, and it deserves to be saved. Our idea is to give food a voice and the platform we created is called SAVE THE FOOD.

The SAVE THE FOOD online film aims to raise awareness and change behaviors around food waste in the U.S. The Extraordinary Life and Times of Strawberry follows the journey of a single strawberry from farm to fridge, and beyond Turned plump, sweet, and red under the sun before being plucked, packed, and shipped off to the grocery store, this strawberry represents a future moment of small joy—that is, if it isn’t left to rot in the back of the refrigerator. As time passes, the excitement and joy fades, and the strawberry faces its ultimate fate: going to waste in a garbage can. This online film drives traffic to savethefood.com, which provides educational information and facts on how to make meaningful change on the issue.

In the first 24 hours of the campaign, it received extensive media coverage, including AdWeek, Time Magazine, NPR, National Geographic, and more. At time of submission, the results are still to be determined, as this campaign is only a few days old.