1 OUR MISSION3 BRANDING STYLE5 WEBSITE 7 MOBILE APP 9 SOCIAL MEDIA 11 LIVE EVENT 13 DIRECT MAIL 15 POSTERS 17 BILLBOARDS 19 VIDEO

Australians discard up to 20% of the food they purchase, which equates to approximately 4 million tonnes of edible food wasted annually. This behaviour has significant detrimental effects and is environmentally and financially unsustainable.

So we thought, how can we be the change we want to see in the world?...

As an integrated media campaign Recipe For Change will use multiple media channels and outlets such as direct mail and an event to effectively spread its appeal for action. The objective of the campaign is to address the disconnect we have between the food we are discarding and the impact it has on the environment and our wallets.

By educating and enlightening Australians we are providing the tools that allow individuals to make informed decisions about the food they eat.

This is our Recipe for Change!

We wanted to keep our branding simple, clean and to the point. We went with a style that was still light enough to get the whole family involved, however clear enough to be taken seriously and address the issue of food waste with care...

LOGO(Previous page)We used the idea of a traditional recipe book as the base idea and paired it with clean bright colours, focusing on typography placement and complementing vectors.

FONTSKG All of me - Main fontCentury Gothic - Regular, Bold - Detail and App font

COLOUR SCHEMERECIPE FOR CHANGE - #30773a RECIPE FOR CHANGE - #0a73bbRECIPE FOR CHANGE - #f16023

Both of Recipe for Changes Facebook and Instagram accounts will work together directly to promote the event and #recipeforchange challenge, the website and a consistent flow of food waste information.

The live event is directly linked to the #recipeforchange challenge, both the event and challenge will be promoted on all the campaigns platforms, as well as by Coles, Curtis Stone and Mission Australia.

This campaign has been proudly created by Ben, Alex and Katrina