Advertising – Think.Eat.Save

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Introduction

In this ‘developed’ world more that 50% of the food is wasted in our homes and in contrast less than 2% of food waste takes place at the retail store level. 800 million people go to bed empty stomach every night i.e. 1 in 9 people on the planet who are starving or malnourished the value of this wasted food is approximately $1 trillion. Keeping all those factors in mind I have decided to raise awareness of today’s problem of food wastage through ads.

Target Audience and Client

My target audience will be today’s youth and the working-class society. Who collectively waste more food than grocery stores, restaurants or farms. My client THINK.EAT.SAVE is the food waste conservation organization. The THINK.EAT.SAVE who launches “Save The Food,” a major national public service campaign to combat food waste from its largest source—consumers, who collectively waste more food than grocery stores, restaurants or farms.

Choice of magazine

The magazine I have chosen covers the social good and the most recognized magazines in this space is the 'GOOD MAGAZINE”. These advertisements will be published monthly as a reminder for the target audience and to avoid bombarding my it weekly.

Purpose

Initiative of the ad mainly is to encourage consumers to reduce the amount of food they trash in their homes, thereby saving the water, energy and money that are lost along with it. In my ad campaign I want to raise the concern there are many homeless people who can’t afford the food we eat so we should respect that and stop or at least minimize wasting it.

Concept

How food we eat daily is some sort of daily challenge for the needy. We see the wasted food as unwanted food and then dump it up in the dustbin but for some people who can’t afford it, they look it as a whole meal.

For instance: If someone is having pizza and out of 8 slices the person has consumed 5 slices so the remaining 3 slices are wasted. We see them as just three slices but for some people who can’t afford pizza they look it as a whole pizza. Little is more for them.

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