The Brief

Wasting foods means wasting water, soil and energy, and it causes great harm to our natural environment which affects both human and wild animals. Unfortunately, young people are not so much interested in “environment issue” and do not pay attention to preachy tone.

Describe how the promotion developed from concept to implementation

WWF Japan came up with unique and approachable idea to grab their attention leveraging accessible digital platform. If you cannot eat any more, just photograph your meal, input the location and share it. The information immediately spreads out to other users who are constantly hungry.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign generated huge media coverage, creating significant sensation among ordinary young people with earning more than w20 million free publicity with w0 media cost. It transformed difficult, unapproachable theme into familiar daily conversation and interaction, making environment issue relevant to young people.

Explain why the method of promotion was most relevant to the product or service

The campaign teach that wasting foods means wasting water, soil and energy, and it causes great harm to our natural environment which affects both human and wild animals.