Direct > Culture & Context
MALNUTRITION LABELS
L&C, New York / DOLE SUNSHINE COMPANY / 2022
Awards:
Overview
Credits
Overview
Why is this work relevant for Direct?
We turned trash containers & trash bags, that are always ignored into an unavoidable media that shines a light on food waste and food insecurity. By making New Yorkers think immediately and take action regarding the way they dispose their food and how they can support other New Yorkers in need.
Background
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?
Describe the creative idea
We turned trash containers & trash bags, that are always ignored into an unavoidable direct response media that shines a light on food waste and food insecurity.
Describe the strategy
Our target audience was mainly New Yorkers who weren't aware of the dark secret that New York carries regarding food waste and food insecurity. We asked them to #Changethefacts after we showcase them staggering facts about food waste in their city while other New Yorkers are going hungry everyday.
Describe the execution
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.
List the results
With zero media placement investment, basically doing guerrilla, we generated over 153 Million Impressions, $14 Million in Earned Media and over 280,000 pounds of food were rescued and delivered to 18,000 New York families in need with the help of local New Yorkers that are now more than aware of this issue.
Please tell us how the brand purpose inspired the work
Dole Sunshine Company is committed to help reduce food waste globally and help 1 billion people access healthy food by 2025. So, we took on on one of the most wasteful cities in North America: New York.
3.9 million tons of food ends up in the trash every year.
While 1 in 9 New Yorkers goes hungry every day.
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