In the United States, 40 percent of all food is wasted. In fact, food is the single largest contributor to U.S. landfills today. And consumers are responsible for more wasted food than farmers, grocery stores, restaurants or any part of the food supply chain. The new “Save the Food” public service campaign is a partnership between the Natural Resources Defense Council (NRDC) and the Ad Council. The campaign aims to changes household behavior to reduce food waste, and in turn, minimize environmental and economic impacts.
The 2 minutes campaign video is directed by Martin Stirling and the direction of photography is by Carlos Veron. It follows the journey of a strawberry from the farm to the refrigerator to understand all that it takes to bring your food to you. Wasting food is wasting water, labor, fuel, money, & love!
The campaign also includes digital media, outdoor (billboard), print and web advertising.