Hungry for change : reducing food waste among youths in Singapore

• Main Authors: Heng, Jian Siong, Jheong, Qi Lin, Leong, Michelle Su Wei, Nur Syahirah Mazlan
• Other Authors: Pamela Tor Das
• Format: Final Year Project
• Language: English
• Published: 2017
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/69872
• Institution: Nanyang Technological University

Hungry for Change is a behaviour change communication campaign calling for a reduction in food waste behaviours among youths when dining out. Led by four final-year undergraduates from the Wee Kim Wee School of Communication and Information at Nanyang Technological University (NTU), Hungry for Change targeted youths aged 17 to 25 years old studying in local polytechnics and universities, encouraging them to practise the food waste reduction behaviour of asking for smaller portions so as to minimise the amount of food they waste when dining in their respective institutions of study. At the same time, the campaign hoped that youths would carry these habits over into other dining situations. The Hungry for Change campaign did this by casting the spotlight on the problem of food waste in Singapore and educating youths about the implications involved, partnering with food and beverage (F&B) vendors to implement behaviour change programmes and using incentives to promote the target behaviour. This report documents the primary and secondary research which provided the rationale for the campaign and helped shape the development of the campaign’s goals, objectives, strategies and key messages. It also details the progress of the campaign from creative conceptualisation to actual execution. The later part of the report analyses and evaluates the effectiveness of the campaign in achieving the impact and output objectives set. It concludes by discussing the limitations and challenges of the campaign, and suggests recommendations that can guide the crafting and sustaining of future campaigns and efforts.