COMMUNICATION STRATEGIES TO PREVENT FOOD WASTE
In the European Union, 59 million tons of food are wasted every year, which amounts to 132 kilograms per person1. In view of this situation, communication becomes an educational tool and a collective responsibility to inform and transform perceptions, habits and systems. In the ToNoWaste project, communication plays a strategic role that addresses the root of the problem: the lack of awareness about food waste. It is not only about sharing data, but about promoting strategic, accessible and transformative communication that connects with the target audience, raising awareness of the environmental, social and economic impact of food waste to promote a more sustainable food system.
This strategy is based on three key pillars. First, social media serves as a channel to bring research closer to society, using visual and informative content in different formats. It has become the most dynamic space for interaction, contributing to the growth of a digital community committed to food waste prevention and reduction. Second, outreach actions aimed at key stakeholders in the food chain, through workshops and educational materials that promote critical thinking. Third, a coherent visual and narrative identity to communicate the project’s values and concepts clearly and effectively. Specifically, the visual identity draws on green tones, which support and link the content to sustainability. Raising awareness is not just about providing information. It means connecting with the target both emotionally and intellectually, as food waste is not just a problem of numbers, but also of habits, perceptions and priorities.
Consejo de la Unión Europea. (s.f.). Desperdicio de alimentos. https://www.consilium.europa.eu/es/policies/food-waste/
TOWARDS A NEW ZERO FOOD WASTE MINDSET BASED ON HOLISTIC ASSESSMENT
Ongoing | 2022-2027
- Main funding source
- Horizon Europe (EU Research and Innovation Programme)
- Geographical location
- Spain, Austria, Netherlands, Sweden, Greece