ZenithOptimedia and Performics Melbourne Food Drive

The problem of food waste is as easy to solve, as it is to overlook. The National Resources Defense Council (NRDC) has discovered that American consumers waste 40% of food, and the goal of this campaign is two-fold: first, to raise awareness of this issue, and second, to engage consumers with actionable behavioral changes that can help end food waste. So, to truly mobilize people and create collective impact, Sapientrazorfish (??) focused on creating awareness of the problem while infusing small inspirational reminders of actions to take at home.

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 integrated campaign launched on April 20th 2016 and will run for the next three years. The communications hierarchy uses Broadcast TV, Online Film, Digital Banners, pre-roll ads, press, and out-of-home to raise awareness on the issue. All communications drive traffic to savethefood.com, which provides educational information and facts on how to make meaningful change on the issue. Each piece of site content is bite-sized and shareable in social media to further spread our message.

In a single weekend, the film – The Extraudinary Life and Times of Strawberry - received over 9.5 million views on Facebook. The campaign was picked up by high profile publications everywhere — National Geographic, Scientific American, Time Magazine, Fast Company, The Atlantic and more. Celebrity chefs including Tom Colicchio and Mario Batali spread the campaign via their social media channels. The film and print have sparked critical conversation about the issue of food waste all across the United States. At the time of submission, the campaign has generated over 18 million unique mentions and comments.

Watch the film here - https://youtu.be/WREXBUZBrS8

Taking time out of their busy agency lives Leo Burnett Group have been working hard to give back to their local community and those in food need. In the last year alone, they have run three wonderful employee programmes - motivating and educating their employees about SDG 2.

Leo Burnett’s celebrated Leo Burnett’s Anniversary by giving back to those in need. Employees packed an impressive 3,824 meals to be distributed locally through the Greater Chicago Food Depository and an additional 1,920 meals to be distributed around the world through the Children’s Hunger Fund.

Then, again in support of Greater Chicago Food Depository, Leo Burnett Group employees and their families walking alongside 1000s of others in the community take part in Chicago’s largest annual anti-hunger rally to raise funds and awareness to end hunger. The ‘Hunger Walk’ which takes place in Jackson Park and is two miles long supports a network of soup kitchens, pantries, and shelters in Chicago.

And to top it off, Leo Burnett has a matching gift programme where the group have been able to match thousands of dollars in employee donations to non-profit organizations that support hunger relief.

We asked Michelle Mahoney, VP, Director of Community Engagement, about the Group’s efforts to SDG and Zero hunger Michelle said – “We will continue look forward to doing all we can in support of zero hunger. I am extremely proud to be part of the Publicis Groupe family. Ending hunger is a very personal passion of mine”.

How can we get more people to volunteer to help reduce food waste? How can we raise awareness of our app that helps underserved populations, among stakeholder audiences that include government? These were just two of the challenges that we tackled on Innovation Day this year.

Innovation Day has long been a special day in the calendar for many at MSL as well as other Publicis agencies. Started six years ago by Salterbaxter MSL in London, it is now an international event with teams taking part in the U.K., New York, and with colleagues from across Europe attending the London event. It’s an opportunity for us to offer our skills and expertise to organizations in a unique way: it not only benefits them, it brings together top Publicis minds, deepening our continued push towards collaboration and integration.

This year twelve teams gathered to support twelve social enterprises in developing their communications and marketing approach. In support of Publicis Groupe’s participation in the Common Ground project, the theme for this year’s Innovation Day was food. Publicis Groupe has committed to supporting SDG2 (Sustainable Development Goals), working towards zero hunger and to help the raise awareness of the United Nations Sustainable Development Goals (SDG). In addition to Salterbaxter and MSL participants, Publicis Groupe colleagues from Sapient Razorfish and Saatchi & Saatchi joined.

Check out the video for more inspiration - https://www.youtube.com/watch?v=Peo6wH0GrEs