True Cost of Food
True Cost of Food
Cash, Credit, or Trees? The true cost is environmental.
Client
WWF
Year
2020
Category
NGO
Challenge
Challenge
Deforestation in the food industry is driven by brands, but they are failing to meet their own sustainability commitments. Consumer action is needed to spur meaningful change. However, our curious learner audience does not understand the connection between food and deforestation.
How can we educate an uninformed audience in order to turn them into advocates to make a difference in the food industry?
Deforestation in the food industry is driven by brands, but they are failing to meet their own sustainability commitments. Consumer action is needed to spur meaningful change. However, our curious learner audience does not understand the connection between food and deforestation.
How can we educate an uninformed audience in order to turn them into advocates to make a difference in the food industry?
Challenge
Deforestation in the food industry is driven by brands, but they are failing to meet their own sustainability commitments. Consumer action is needed to spur meaningful change. However, our curious learner audience does not understand the connection between food and deforestation.
How can we educate an uninformed audience in order to turn them into advocates to make a difference in the food industry?
Strategy
Strategy
Place the environmental impact of food directly in consumers’ line of sight to raise awareness of the link between food and deforestation, inspire sustainable food behaviors, and drive change from brands.
Place the environmental impact of food directly in consumers’ line of sight to raise awareness of the link between food and deforestation, inspire sustainable food behaviors, and drive change from brands.
Strategy
Place the environmental impact of food directly in consumers’ line of sight to raise awareness of the link between food and deforestation, inspire sustainable food behaviors, and drive change from brands.
Idea
Idea
WWF is bringing the environmental impact of the food industry directly to supermarket shelves by changing the price of food – from financial to environmental – to bring to light the #TrueCostOfFood.
Launching on the International Day of Forests 2020, WWF will create the first price tag that doesn’t list just monetary cost – but also the environmental cost by showing the number of trees deforested in order to produce that product. Going beyond supermarket shelves, customers will receive receipts that quantify their total environmental impact and include a call-to-action to visit the #TrueCostofFood website.
WWF is bringing the environmental impact of the food industry directly to supermarket shelves by changing the price of food – from financial to environmental – to bring to light the #TrueCostOfFood.
Launching on the International Day of Forests 2020, WWF will create the first price tag that doesn’t list just monetary cost – but also the environmental cost by showing the number of trees deforested in order to produce that product. Going beyond supermarket shelves, customers will receive receipts that quantify their total environmental impact and include a call-to-action to visit the #TrueCostofFood website.
Idea
WWF is bringing the environmental impact of the food industry directly to supermarket shelves by changing the price of food – from financial to environmental – to bring to light the #TrueCostOfFood.
Launching on the International Day of Forests 2020, WWF will create the first price tag that doesn’t list just monetary cost – but also the environmental cost by showing the number of trees deforested in order to produce that product. Going beyond supermarket shelves, customers will receive receipts that quantify their total environmental impact and include a call-to-action to visit the #TrueCostofFood website.
Results
Results
Awarded Bronze at the International Cannes Young Lions, the first Young Lions medal for Edelman and the first medal for a team representing Hong Kong.
Awarded Bronze at the International Cannes Young Lions, the first Young Lions medal for Edelman and the first medal for a team representing Hong Kong.
Results
Awarded Bronze at the International Cannes Young Lions, the first Young Lions medal for Edelman and the first medal for a team representing Hong Kong.
©2025 Darryl Soh
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©2025 Darryl Soh
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©2025 Darryl Soh
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©2025 Darryl Soh
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