WWF is the world's leading nature conservation organization; Their actions are focused on six major objectives: species, forests, oceans, fresh water, food, and climate and energy.

Colombia is a tropical country, where food is abundant, but waste is also abundant due to its excess production. How can people be aware in the country in order to buy and consume food responsibly, being food waste, one of the main causes of global warming?

Demonstrate to people that the price of food is not the price seen in retailers, food actually costs the planet large amounts of water, soil, electrical and solar energy, compost, fertilizers

To create awareness around the impact of food waste we changed the way the price is displayed, instead of showing the cost in terms of money we showed the price the planet has to pay.

For example, a tomatoe costs $0.25usd, but to the planet costs 125lts of resh water.

This, was replicated in hundreds of the basic basket products in retailers and public markets. Also we decided to create differents stunts such as premium exhibitions of fruits and vegetables, auctioned as luxury items, transported in stock trucks and where showcased next to the most premium brands in the country. By doing this we got people to think twice before wasting food.

Our main target were heads of household, purchase desicion makers. A message was tailored for them to create a behavioral change.

Then, we run a research all over the country finding out that food waste is one of the main cause of climate change and although Colombia is a country with a low income population. As being a tropical country, producing food is not a problem during the whole year, and this leads to have a 10milion tons of food waste.

The research showed that people only care about price and how it looks, they don't realize the true cost to have food on the table.

But as soon as they find out everything that has to be done to harvest tomatoes, potatoes, process coffee or even raise live stock, makes them recapacitate on their behavior.

For over a month our campaign was deployed in different touch points all over the country.

The stunt, was replicated in hundreds of the basic basket products in retailers and public markets. Also we decided to create differents stunts such as premium exhibitions of fruits and vegetables, auctioned as luxury items, transported in stock trucks and where showcased next to the most premium brands in the country. By doing this we got people to think twice before wasting food.

The Results:

+$130.000usd on free press

+75k unique visitors on website

+1.5M impressions on social media

+57k Interactions on social media

A 3,9 on average of engagement rate