A Maiambiente launched a public awareness campaign for the selective collection of food waste in the municipality of Maia. Created by Opal, the agency chosen through a competition, the campaign carries the slogan “Give new life to food waste. Cultivate the change” and stems from an idea: what is not food in a meal (peels, bones, shells, among others) can start a new cycle and be a valuable resource, as announced in a press release.
According to the same source, the campaign will kick off on September 29, coinciding with the International Day of Awareness of Food Loss and Waste.
Rather than presenting food leftovers as the end of a meal, the creative concept shows what they can become. When delivered to the respective container and routed for valorization, the food waste can transform into compost and return nutrients to the soil. It is this path that Maiambiente wants to make visible to encourage the adoption of sustainable practices.
“The introduction of selective collection of food waste raises new questions in people’s daily lives: what to deliver, where to place it and what this effort is for? Communication plays an essential role in answering these questions and showing that every gesture contributes to turning waste into resources. We want citizens to have the information necessary to participate,” says Cláudia Gonçalves, Head of Communications and Sustainability at Maiambiente.
Directed at residents of houses and of buildings and also at establishments in the HORECA sector, totaling more than 25,000 customers, the communication will be adapted to the different publics. In addition to billboards, the concept will unfold in the press, digital signage and postal distribution pieces, as well as in the decoration of collection vehicles, shelters and containers. Activations are also planned to bring the message closer to the population.
“The creative challenge was to raise awareness among citizens about the importance of delivering food waste. By linking the scraps of food to the possibility of regenerating the soil, we sought to give a concrete meaning to the gesture that the campaign asks of people,” explains Ana Fleming, account executive at Opal.
