The #Up2me project. Giulia Gabriele Ludovica Monteforte Italy

Transcription

1 The #Up2me project Giulia Gabriele Ludovica Monteforte Italy

2 Background In September 2015,UN Member States reunited unanimously adopted the 2030 agenda for Sustainable Development. An unprecedented opportunity: citizen and countries can now collaborate together to gain the end of poverty, to reduce inequality and tackle climate change between now and 2030, becoming the first generation to complete eliminate the poverty. For the first time ever, all the goals to be achieved are put together in one interconnected agenda, with an universal aim and seventeen interlinked goals in seven key areas.

3 The situation 1.3 billion metric tons of food waste or lost per year in the world USD750 billions lost per year 88 tons wasted per year only in the EU Food waste occurs at the consumer and retailer level of the food chain and involves especially developed countries. As for the interconnection of the SDGs, food waste has different impact from any perspective: environmental, economic, ethical and social. Focusing on consumers, they are well-aware about food issue but they are so used to see images about food poverty and to ear messages about it that perceive this issue as far as a tragedy of the others. They not believe they can intervene directly through their own actions to solve it.

4 Objectives Raise awareness of the scale of the problems on consumers of the developed countries, directly involving them in activities for making a new approach to the problem. Alert the masses, putting pressure on consumers to change their purchasing behaviour. Strategy To reach these objectives, we propose an integrated communication plan to educate and sensitise consumers to the waste food issue. A call-to-action based on different communication tools: Events Activities with endorsers and ambassadors Partnership with public/private sectors Special Activities When needed, the tools will be also supported by traditional media and digital PR activities. The new approach: is all about Tone of Voice Reaching the communication objectives, we need to use a personal and emotional tone of voice, an easy-way offer to consumers incentives and concrete choices that are more relevant to their lives and aspirations.

5 Target Today s consumers They are already aware about the food issues and in particular about the food waste but they need to be excited and motivated in order to engage this issue as a problem that affects them directly, and NOW. They are particularly receptive to trends regarding responsibility started online and especially on social media. Tomorrow s consumers They are receptive to and engaged in global issue and they enjoy growing influence and incomes. They are probably not already born!

6 Insight We always pay attention to waste. We get angry if we waste time, we really don t want to waste our money and we became very upset if we waste an opportunity. Why we don t have this sense of belonging also for wasting food? How can we turn a problem perceived as far in a real, personal and urgent question?

7 The creative idea Make the waste food issue #social, proposing a unique call-to-action for both targets, calling for a new personal involvement in responsibility on this problem. #Up2me

8 Activities at a glance Today s consumers Events Give a real image, a disruptive description of the scale of the problem during the week of the World Food Day (October, 16 th ) through events organised simultaneously in the main cities of the Member State. Guerrilla video mapping the biggest buildings in the city will be mapped with a video of a huge unbranded fridge with a teasing countdown which when expires will reveal the enormous amount of the food wasted in a year in the developed countries and the official #Up2me. Food collection challenge participant cities will compete to the global challenge collecting the biggest amount of almost-wasted food during the week and donate it to charity organizations. Partnerships and Endorser activities Communicate and educate to a new purchase and cooking behaviours thanks to good examples of the Starred Chefs which, during the TV shows or on their own channels (personal blogs, social networks) and media activities (TV/Radio/Press interviews) share the mission of #Up2me project. Brand partnership with Masterchef Starred Chef endorsement Special activity - see last slide Brand owned channel - An online repository of the #Up2me campaign, from the photo galleries from all over the world to the results of the special activity Dedicated website (

9 Activities at a glance Tomorrow s consumers Educate and demonstrate good practices and correct behaviour to the tomorrow s consumers thanks to: Partnerships Public partnerships with the national Minister of Education of each Member State to define training courses to be insert in the scholar program. Events Food attack food events for kids involved with funny activities connected with food saving or cooking to be organised simultaneously in the main cities of the Member State during the week of the World Food Day.

10 #Up2me special activity: TonightUp2 A new engaging format with high-profile Up2Me ambassadors, globally recognised and already sensitized on the food issues (e.g. Michelle Obama), followed during their organization of a dinner with friends. Communication objectives: engage consumers with ethical behaviour making cool all the practices linked to save foods. Enhance good practices in food waste prevention. Communication tools: consumers will be involved in all organization phases, from the purchase of the ingredients to the storage of the dinner leftovers, through: Ambassador personal social media accounts e.g. Facebook Live videos during the purchases, Streaming on YouTube channel while cooking the dinner, posting photos of the dishes on Instagram using the official #Up2me and the format one #TonightUp2Me. Official Up2me website e.g. shopping list, recipes, leftover tips. The format will be localised in each Member State with national ambassadors (e.g. food bloggers, starred chefs, singers, web influencer).