Hopeful Monsters launches 'The Great Unwaste'

30 September 2024
 

Media Agency: Hatched

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Helping Australians reduce household waste.

Not-for-profit End Food Waste Australia has teamed up with independent creative agency Hopeful Monsters to launch ‘The Great Unwaste’.

The campaign has been designed to unite people across the country in a movement to collectively reduce food waste, showing how relatable and easy to adopt lifestyle changes can significantly reduce the amount of food households throw away, saving money and creating a more sustainable future for Australia.

End Food Waste Australia campaign director Mandy Hall said the brief was to use the evidence and science to create an inclusive campaign that helps Australians and asks them to consider the role they can play in reducing the 2.5 million tonnes of food wasted each year.

“Hopeful Monsters was a standout in the pitch, creating a platform - The Great Unwaste - that immediately captures the energy needed to tackle this enormous challenge with a positive and empowering spirit," she said.

"It’s a movement we’re inviting all Australians to get behind - from consumers to local councils and wider industry partners, so together we can be part of the change we need to see in homes and communities across the country.”

The launch follows the completion of a significant body of research by End Food Waste Australia into Australians' food waste habits, which revealed the average household wastes more than twice as much food each week than they think.

The 30-second spot, created in collaboration with Mint Films, serves as a rallying cry asking Australians to stop and think about food waste in their own homes with the question ‘Are you wasting more than you think?’

The film takes viewers through typical Australian homes, showcasing the common ways we unintentionally throw food in the bin and inviting Aussies to ‘turn food waste around’.

Hopeful Monsters CEO Katie Barclay said there’s no doubt food waste is a serious issue but until now, most food waste campaigns have focused on the size of the problem at hand.

"The Great Unwaste takes a more relatable, optimistic tone, showing the everyday moments that can lead to food waste - like dad always cooking too much pasta - and how together, with some simple lifestyle changes we can start unwasting food,” she said. 

Launching across Australia, the campaign will run across digital TV, OOH, print, radio and social, with media planning and buying from Hatched Media.

Behaviour-led out of home spots in shopping centres and in close proximity to supermarkets will show consumers easy ways to start ‘unwasting’ alongside The Great Unwaste website and extensive activity across owned, earned and shared channels and stakeholder communications.

'The Great Unwaste' has set an ambitious target to reduce the 2.5 million tonnes figure by approximately 20% by 2030, as part of Australia’s goal to halve food waste by that year.

Credits:

End Food Waste Australia

Mandy Hall, Campaign Director

Ella Winnall, Campaign Manager

 

Hopeful Monsters

Katie Barclay, CEO

Carl Moggridge, Creative Partner

Alycia Raco, Strategy Director

Sophie Morris, Business Director

Brendan McGovern, Creative Lead

Kate Morgan, Creative

Leah Spadone, Designer

Blair Ellis, Account Director

Kat Taylor, Account Director

Garry Dawson, Account Manager

Martina Mera, Senior Account Executive

Connor Sprague, Account Executive

Hela Gomulwal, Account Executive

 

Mint Films – Production Company

Executive Producers: Andrew Seaton & Matt Samperi

Director: Andrew Seaton

Producer: Jessica Ameduri

Director of Photography: Matt Samperi

Post Production - Mint Films

Photographer: Seiya Taguchi

Post Sound - Rumble Studios

 

Hatched Media

Berlian Ayudya, Strategy Director

Laura Comber, Business Director

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