AGAINST FOOD WASTE WE CANNOT SPARE OURSELVES.

THE 2014 SOCIALLY CORRECT COMPETITION

The objective of the seventh edition of the Socially Correct competition was to create for the Ministry for the Environment, Land and Sea in collaboration with Last Minute Market, the first communications campaign of the National plan for the prevention of food waste (PINPAS).

The winning campaign of the competition, created by Ivan Console (Art Director) and Giulia Ricciardi (Copywriter) of the Fondazione Accademia di Milano, aims at increasing public awareness regarding the economic and environmental impact generated by domestic food waste.

Based on the concept that we should “give the right value to what we eat, but even more to what we throw away”, the campaign denounces the fact that “a part of our shopping is already destined as rubbish at the moment of purchase”.  Furthermore, the campaign invites the public to actively put into practice “good habits” that, if carried out on a daily basis, will result in a reduction in the quantity of food products that end up as refuse.