Client: WRAP
UK households waste 6.5 million tonnes of food every year. But only 32% of people realise their own food waste is contributing to climate change. Food Waste Action Week (FWAW) 2021 sparked a national conversation about impact of wasted food. This year, we were tasked with making it bigger and better – a bold, insight-led campaign to generate more awareness, more conversations and way more people taking action. We reached 17.7 million people during the week. Of those who recognised FWAW specifically, 55% said they’d done something differently as a result – the equivalent to 4.4 million people changing their behaviour.
