The Scottish Government has released a new national campaign to combat the environmental and financial impact of food waste.
Working with Stripe Communications, Story, Carat and Whitespace, the new fully integrated campaign from the Scottish Government will run across TV, radio, print, digital and outdoor media, as well as being supported by partnerships.
The 30 second TV advert, created by Story, features a red dustbin and a typical Scottish family to highlight just how much food is wasted in the home. The Food Waste campaign is part of a wider integrated Overarching Greener strategy which aims to encourage everyone to play their part in making Scotland a cleaner, greener place to live.
Stripe Communications is the driving force behind campaign awareness and on-going media relations, while Story is developing all campaign creative, advertising materials and community engagement activity. Whitespace will manage the digital campaign activity including online content and the development of the Greener Scotland website.
Senior strategic marketing manager for the Scottish Government, Katherine Goodwin, commented: “This targeted consumer campaign aims to raise awareness of the money that can be saved as well as the wider environmental benefits of tackling food waste. We want to encourage behavioural change and show that there are lots of easy ways to cut down on the unnecessary waste.
“We want to help people make small changes in their behaviour that will have a direct impact to their purse.”