WASTELAND • ODDBOX

If food waste was a country, it would be the third biggest emitter of greenhouse gases in the world. Let that sink in.

To bring this very real climate change issue to life on International Day of Awareness of Food Loss and Waste, we worked with our client Oddbox to add food waste as a country to the world map. We called it ‘Wasteland’.

Sitting only behind China and the US in terms of CO2e, Wasteland is made up of the 2.5 billion tonnes of food wasted globally each year, would be 6.3 million km2 in size and emit 10% of all greenhouse gases annually.

Our video revealed that over 50% of Brits aren’t even aware of the link between food waste and climate change, and called upon the United Nations to add food waste to the agenda for COP26 next month.

Oddbox even made a formal application for Wasteland to join the UN and get a seat at the table to discuss its four aims to reduce the global food waste issue - and wipe Wasteland off the map for good.

We generated 7 pieces of coverage, including being featured in key environment media such as Circular and industry titles including The Drum & PR Week, with 530,000 impressions on the Oddbox social media channels as people tried to make others aware of the issue.