Website: Use It Up tape + Climate Change campaign

Client: OzHarvest

Agency: R/GA Australia

Press: Campaign Brief + SBS

OzHarvest identified that tackling food waste at home was the single most powerful thing we can do to take climate action. In collaboration with R/GA we developed the 'Use It Up' tape, a world-first prototype that ignites change from your refrigerator. In contrast to solar panels, electric cars and complex recycling, this is a simple idea that's within reach of every Australian - carrying with it the potential for real behaviour change. It is empowering people to not just hope, but be part of creating better days ahead.

To launch the tape ahead of COP26, OzHarvest approached R/GA with the challenge to raise awareness of the connection between climate change and food waste and rather than dwelling on the negative, to show consumers how they can make a difference. 

Our response was to highlight that food waste is actually worse for the planet than some of the most well known climate change contributors – burning coal, oil extraction, plastic production, aviation. The initial campaign launched with the ‘Worse than…’ climate change messaging across digital, film, social, print and OOH. After a week in-market, we introduced the Use it Up tape through a network of influencers, social media and PR, who featured the tape and other ‘Use it Up tips’ to educate people on how they can create change from their homes. 

I led the end-to-end production for the project from scoping and strategy, through all stages of creative and production to final delivery. The tape completely sold out in the first week, the OOH had a reach of nearly 7m views and the tape and campaign were mentioned in the media over 750 times, including a spot on one of Australia’s most popular breakfast TV show.