BACKGROUND 2,8 trillion pounds?! It sounds big. But is it really? And what can I do about it? People are aware that food is wasted by retailers but they don t do anything about it. WHY? They can t imagine the scale.
TARGET GROUP Urban and suburban people aged 18-40 active, open minded, sporty INFLUENCE Decision makers, politicans, retail owners
SITUATION Poland. Developing country. Retailers waste more than 6MLN tons of food yearly. But they don t only throw it out on garbage dump. THEY BURN IT! There are even companies specializing in burning wasted food.
DID YOU KNOW? During marathon all runners burn about 15 000 000 calories in total. The same as retailers burn every minute.
STRATEGY We will create a petition addressed to government forcing them to change the law. IT WILL BE THE FIRST EVER PETITION THAT YOU CAN SIGN WITH YOUR PHYSICAL ACTIVITY.
INSIGHT There are calories we all want to burn. And there are calories we all should be ashamed of burning. CREATIVE IDEA BURN THE RIGHT CALORIES Share your activity from sport trackers using #BurningRightCalories. Our goal is to burn more RIGHT CALORIES, than WASTED CALORIES until 2030.
EXECUTION AMBASSADORS PAID MEDIA EARNED MEDIA Sport influencers start the movement on their social media channels during major sport events and educate about the problem. #BurningRightCalories We deliver our message where right calories burn. People join the movement by sharing their burned calories and inviting friends to participate. WEBSITE We track down shared content (SoMe monitoring) and show the right vs wasted calories count on UN webpage. Content and score is updated live. PETITIONS Every share of sports activity is treated like a signature. Petitions with all screenshots from social media will be sent to governments each time when we strike another million right calories burned. And every time we will organize a press conference while doing so.
EARNED MEDIA / AMBASSADORS
OWNED MEDIA On campaign s website we see 2 counters, both updated live. First one shows right calories burned by participants (we gather data from social media monitoring). The other one shows wasted calories burned by retailers. Our goal is to by 2030 switch the proportions. With each 1 000 000 right calories burned, we send a petition with screenshots from SoMe to governments and retail managers. Right Calories Burned Wasted Calories Burned Let s switch the proportions by 2030.
PAID MEDIA Where right calories burn, there is our message. Thanks to that more and more people will take part in the movement as sport tracking gear nowadays can measure any activity (via wearables, apps, smartphones). Cooperation with sports events, e.g. starter packs for runners. GYMS / Fitness clubs In-app adverts Outdoor #Burning Right Calories remember to burn the right calories today remember to burn the right calories today You ve burned 3 calories walking pass this ad. That s a good start! BurnRightCalories.com
SITUATION Retailers not only dump good food. THEY BURN IT! And for our TG large statistics showing food being wasted and burned sound as abstract, as they can INSIGHT There are calories we all want to burn. And there are calories we all should be ashamed of burning. SUMMARY 1. First ever petition signed by your physical activity. 2. With each 1 000 000 right calories burned, petition will be sent to governments and retail managers. 3. Fun and easy to join you just do your sports activities and share your burned calories it with special hashtag. 4. We visualize the problem in a way everyone can understand. CREATIVE IDEA BURN THE RIGHT CALORIES Share your activity from sport trackers using #BurningRightCalories. Our goal is to burn more RIGHT CALORIES, than WASTED CALORIES until 2030. Right Calories Burned Wasted Calories Burned Let s switch the proportions by 2030.