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While 14 million people live in situations of severe food insecurity in Brazil, the waste of food in the house reaches 1 / 3 of all purchases


Mota in the family home in the city of Cotia, near São Paulo, where the couple live and three children, no food goes to waste. "Rarely do the food spoils because planned purchases every week. When on, reused the next day to light dishes such as soups, "says the proud father, Alberto Alves da Mota, 48 years.

The habit of reusing the food, however, is still uncommon for most Brazilian families. With the purpose of alerting the consumer to the fact that a large portion of everything that is bought is wasted, the Institute Akatu launched the "1 / 3 of everything you buy goes directly to the trash." The pieces were created by advertising agency Leo Burnett, the Akatu institutional partner.

"The slogan is a phrase of impact, but it is real. Our goal is to draw the attention of consumers for the impact of waste. He must be aware that the first impact is on your own pocket. To get an idea, an average family of four Brazilian who does not waste food is a saving of U.S. $ 800,000.00 over the life of members of that family, "says Helio Mattar, president director of the Institute Akatu. "Furthermore, the waste has an impact across society, because all that food go to waste occupies space, and that garbage collection and treatment need of investment that could be used in education, health or transport."


The campaign
The initiative arose from the fact that in Brazil, approximately one third of all food bought in a home is wasted. Along with them, all packaging, the entire water and energy used in their production and transport are also thrown out, causing numerous negative impacts to society, the economy and the environment. The number is even more alarming when we remember that we are in a country where 14 million people live in households with severe food insecurity (source: IBGE, 2004). The goal of the campaign is to alert the Brazilians on this fact and show that it is possible to change this table by small daily gestures.

The pieces of the campaign includes a TV commercial and film lasting 30 seconds, a radio spot of 45 seconds, for magazine and newspaper ads, online banners and even a ringtone - see here the pieces of the campaign. The language is similar to the ads, the retail offerings, highlighting the waste products going to the trash. With the call "Look to madness", are shown images of fruits, vegetables, meat and spoiled dairy next to the price of each product.

These images influence the public, generating emotional reactions. People can be experiencing similar experiences realize the routine of their homes. This was evidenced by a survey of evaluation of the campaign by the Box in 1824 as a contribution to the graceful Akatu. The research was done with an audience interested in social responsibility, composed of groups of men and women between 18 and 35 years. Identifying with the scenes of waste, consumers admit they act that way, believe that society is responsible for changing this scenario and feel impelled to stop wasting.

The campaign also won a hotsite. An interactive environment where you can get more information, calculate the lost with the waste of food in your home and give advice about what to do to avoid it.

You can also join our campaign. Here's website Akatu you can respond to our survey that deals with issues related to waste.

We also want to hear your suggestions. Tell here and you do not to throw food away. Your example can gain prominence in our site, encouraging others to follow it.



Source: Office Akatu

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