Background
Food waste is a major problem in Singapore. According to Food Waste Republic, 6 out of 10 Singaporeans would buy more food than they need when shopping, which results in overstocking. The food could
end up unconsumed until it expires, and ends up in the bin. National Environment Agency stated that Singaporeans threw away 796,000 tonnes of food in 2013, which is equivalent to 2.2 tonnes per day.
As we are throwing our food away, there are still a lot of people who are unable to nourish themselves.
According to FoodBank Singapore, at least 70.000 food rations and 800.000 meals are required monthly.
We need to find a solution to reallocate the food, so that it reaches the needy instead of being thrown away.
According to FoodBank Singapore, at least 70.000 food rations and 800.000 meals are required monthly.
We need to find a solution to reallocate the food, so that it reaches the needy instead of being thrown away.
Best Before Bin: Fresher Food by Doing Good
Best Before: Bin is a campaign to promote donation of canned food. If you think you will be unable to consume the canned food before its expiry date, you can donate it to redeem new ones at a discount. Therefore, you can enjoy longer shelf-life of your food and make a donation at the same time.
Campaign Video
Campaign Poster and Ambient Advertising
The Campaign Poster will be animated in flap-display style, extending the expiry date of the food.
Static Poster
Animated Poster
Direct Mailer
The target audience will receive the flat direct mailer with a very tight expiry date.
They can open up to reveal the new, extended expiry date.
There will be explanations regarding this campaign on top of the direct mailer.
