Trash has always been part of New York City’s landscape.

And New York’s trash hides a dark secret:

3.9 million tons of food ends up in the trash every year.

While 1 in 9 New Yorkers goes hungry every day.

At Dole we believe that good nutrition is a human right.

So what if the places where people normally throw trash, could now be used to shine a light on this issue?

We actually brought to life trash containers & trash bags that are always ignored, by activating them into unavoidable media that shines a light on staggering facts about food waste and food insecurity. With zero media investment, basically doing guerrilla.

We captured New Yorkers attention on the less expected moment, using the place where the problem happens the actual media & message. By placing this staggering facts of food waste and food insecurity in New York City, we turned the symbol of waste into a new tool to fight hunger and generate awareness about food waste.

For September month (food-waste awareness month) We turned over 500 New York City's trash containers & trash bags that are always ignored into an unavoidable direct response media that shines a light on food waste and food insecurity in New York City, one of the most wasteful cities in the world.

With zero media investment, basically doing guerrilla, we generated over 153 Million Impressions, $14 Million in Earned Media and over 280,000 pounds of food were rescued by now aware New Yorkers and delivered to 18,000 New York families in need.