On the 15 October, University of Canberra students pitched advertising campaigns that were designed to generate awareness and action on the issue of food waste to be part of the UN’s participation at the Milan Expo in 2015, which will be themed The Zero Hunger Challenge. United for a Sustainable World.
The advertising and marketing students brief was to focus on fifth pillar of the Secretary-General Ban Ki-Moon’s Zero Hunger Challenge, “zero loss or waste of food”, as it is a significant global issue with 1.3 billion tonnes of food wasted every year.
The five finalist groups had eight minutes to pitch their campaign to three judges that included their client, UNIC Canberra Director, Mr Woodthorpe; the Faculty of Arts and Design Associate Dean of Research, Professor Angelina Russo; and Penny Davey-Whyte, an advertising professional with 20 years’ experience in the field.
The pitches ranged from a campaign targeting women with a focus on Milan’s luxury image to slogans including “Value Food” and “Don’t be a Tosser”.
The students also embraced a wide range of media from using brand ambassadors, holographic billboards, branded tabletops, tote bags, Segway’s, social media pledges to hijacking websites to generate awareness for the Zero Hunger Challenge.
Pitching the winning “More than Zero” campaign, were students Kristyn Jackson and Benjamin Marshall, representing their hypothetical “Marketing Matrix” agency that they created with classmate Hilary Hulmes for the assignment.
The “More than Zero” Campaign focused on raising awareness of the added wastage of throwing out a single piece of food with the creation of a tunnel pavilion for the Expo in which you follow the journey of the production, sale and consumption of an apple.
It was also accompanied by online advertising including a Youtube homepage takeover, Facebook banners and paid advertising to interactive billboards in public transport stations.
“What set “More than Zero” a part from the other pitches was its ability to create change and action in the target audience by offering a solution to help people decrease their food wastage”, said Mr Woodthorpe.
The solution was in the form of a mobile application that could allow people to select what food they had at home for a list of recipe suggestions.
“So if you had apples that are starting to go off and you need to eat them, you can select apples in the app, and any other ingredients you have at home to be given a list of recipes”, explained Ms Jackson.
This is the fourth year that UNIC Canberra has partnered with the University on this annual project, with the students’ pitches making up part of their assessment in their final year of undergraduate study.