Australia’s food waste problem is a silent (and costly) epidemic. 2.5 million tonnes of food is discarded every year. The mission was bold but simple: reduce household food waste by 21% by 2030.
But let’s be honest: guilt trips about rotting food are a tiresome tactic. Other brands and organisations had tried it, and yet… the problem remained. We needed a fresh game plan, one that made saving food feel good for both the planet and people’s pockets.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
The Great Unwaste is a fully integrated campaign stretching across digital, OOH, social, influencer partnerships, radio, and print.
This isn’t just another awareness push; it’s a movement, drawing Aussies together with simple, habit-forming hacks that stick. And with momentum on our side, the best of The Great Unwaste is yet to come.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
The Great Unwaste is a fully integrated campaign stretching across digital, OOH, social, influencer partnerships, radio, and print.
This isn’t just another awareness push; it’s a movement, drawing Aussies together with simple, habit-forming hacks that stick. And with momentum on our side, the best of The Great Unwaste is yet to come.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
The Great Unwaste is a fully integrated campaign stretching across digital, OOH, social, influencer partnerships, radio, and print.
This isn’t just another awareness push; it’s a movement, drawing Aussies together with simple, habit-forming hacks that stick. And with momentum on our side, the best of The Great Unwaste is yet to come.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
The Great Unwaste is a fully integrated campaign stretching across digital, OOH, social, influencer partnerships, radio, and print.
This isn’t just another awareness push; it’s a movement, drawing Aussies together with simple, habit-forming hacks that stick. And with momentum on our side, the best of The Great Unwaste is yet to come.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
Knowing that real change comes from practical, evidence-based, and behaviourally sound solutions, we set out to empower people to feel good about the part they could play in reducing food waste.
And so, The Great Unwaste was born, a nationwide behaviour change campaign with a mission to make every “unwaste” moment feel like a win. For Hopeful Monsters, this was about turning the problem into an easy, feel-good choice that everyone could cheer for - uniting all Australians in a collective movement. A very different tone to previous food waste campaigns.
Launching on the International Day of Awareness of Food Loss and Waste, The Great Unwaste quickly took over screens and streets nationwide.
During launch week we secured over 1,000 earned media hits across TV, radio, print, and digital platforms - including a headline 150+ TV appearances. The message spread fast, driving 12,000+ visits to The Great Unwaste website and hundreds of newsletter sign-ups.
The Great Unwaste is a fully integrated campaign stretching across digital, OOH, social, influencer partnerships, radio, and print.
This isn’t just another awareness push; it’s a movement, drawing Aussies together with simple, habit-forming hacks that stick. And with momentum on our side, the best of The Great Unwaste is yet to come.
