SELFISHLY GENEROUS
Cannes Young Lions Live Submission 2020 — United Nations World Food Programme
The brief called for creative ideas to help rebalance the waste-starvation equation, by encouraging people to waste less food and contribute to ending world hunger at the same time.
THE FACTS
- The UNWFP is the largest humanitarian organisation in the world, feeding over 100 million people a year
- Despite their vast size and impact, they are relatively unknown, most of their funding comes from the kindness of governments
- What was missing from previous campaigns and was an element of UNWFP helping people to actually start wasting less and doing so consistently
PROBLEM
We waste around 1/3 of all food made for human consumption, that’s 1.3 billion tonnes of food each year globally, yet in 2019 over 135 million people lived in severe hunger.
The objective of the brief is: to rebalance the waste-starvation equation, and to help people waste less consistently over time. Hacking away at the bigger problem of food waste we produce as individuals, we need to focus on changing habits on a large scale and link that to the UNWFP.
INSIGHT
Caught up, dealing with life itself, people are selfish. They don’t care about food waste because it’s too easy. Wasting has become convenient.
SOLUTION
The question we asked ourselves — “Is it possible to be selfish and better the planet at the same time?”. The answer — a UNWFP app.
We created a never-before-seen method of attracting users with the idea of personal profit — using their selfishness to minimise food wastage. We target middle to high-income males and females who prioritise their health over anything — even letting their leftovers go bad, in this consumer-driven strategy.
Most importantly, we don’t guilt our audience, instead we encourage them to be selfish.
