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Green Bag - Tomorrow Awards
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Green Bag
Behind every meal, there is food waste, which in the green bag can become fuel for the bus. Still, young people in Oslo are much better at putting food on Instagram than in the green recycling bag. We wanted to use the latter to better the first.
Can food pics on Instagram be good for anything?
Many young people are very positive towards recycling, but are still better at putting food on Instagram, than in the green recycling bag. Therefore it was natural to base the campaign on an already existing trend in a relevant and positive way.

Each food pic tagged #grønnpose (green bag) helped move the number 30-buss 12 meters (the distance a biobuss can travel on a banana peel) forward on it's route. This was illustrated with google street view on the website. Relevant prizes were hidden along the route. This helped spreading awareness about the green bag and linking it to food situations. The website/competition was kicked off with boards, digital boards, cinema commercial, print, festival stand at Øya (norways biggest music festival) and Social media with posts like “We have hidden a festival pass somewhere around the central station. Hashtag you food pics with grønnpose at it might be yours”

Using the foodstagram trend (hated by many / guilty pleasure for some) allowed us to reach an audience and giving the trend credibility through the environmental theme.

RESULTS:

The amount of Facebook followers has increased with over 100% (the goal was 15%). Though a small target group, more than 4.800 pictures are tagged #grønnpose. (goal: 1.000)
Through social media, the campaign reached over 15% of Oslo's total population below 35. It is the city's most successful campaign when it comes to moving attitudes and changing behavior. We are now on an all time high level of recycling food waste. Among the previously troublesome group of under 35, 73% (+17% points since before the campaign) are now recycling. No longer just giving recycling an emotional thumbs up, they are actually doing it.

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