Love Food Hate Waste
Making the most of the food at home.
We helped LFHW communicate the importance of reducing food waste with a new content strategy.
Love Food Hate Waste (LFHW) is an education program run by the NSW Environment Protection Authority. The aim of the program is to show Aussie households, communities and businesses ways they can reduce food waste and protect the environment. This supports the NSW Government’s commitment to the National Food Waste Strategy Goal (and UN SDG) to halve food waste by 2030.
Seeking to raise awareness of the program, LFHW asked Focus Creative to develop a social media strategy for the household audience. The goal was to create compelling and accessible information on preventing food waste, drive audience engagement and influence behaviour change across the state.
Rethinking food waste.
To do this, Focus Creative conducted a detailed review of existing content, social trends and the latest research concerning food behaviours. This exposed key insights that informed the development of target personas, content pillars and best practice principles. These were used as a guide for the creation of new social content. We also defined the key measures of success to track the effectiveness of the new approach.
Whilst the social strategy is in its early days, LFHW has been able to leverage social media to demonstrate its leading program in waste avoidance. Awareness and engagement are on the rise - social media is now a key strategic channel for reframing food waste avoidance as a societal norm and encouraging positive behaviour change.
