Campaign Overview
The True Value of Food is a campaign inspired by the first study conducted in Colombia to evaluate how well people understand the connection between their diets and environmental degradation. The findings revealed a significant gap in awareness, prompting the need for a bold, clear message: food costs the Earth a great deal — don’t waste it.
To bring this message to life, everyday fruits and vegetables were reimagined as luxury items, visually highlighting the hidden environmental cost behind their production. The country’s first-ever guide to help people prevent food waste is also made available to the public at https://www.vivesindesperdicio.com/. This is an A-to-Z resource showcasing the foods most often wasted, alongside practical, everyday solutions to stop food waste at home.
Similarly, a course was also made available to hotels, restaurants and food service operators, sharing simple and practical ways to stop food waste where it matters most: in the kitchen.
By giving food the value it truly deserves, the campaign encourages people to rethink waste and make more conscious choices.
Outcomes & Results
The True Value of Food campaign made a strong impact across media, public engagement, and the food industry in Colombia through consistent communication, capacity building, and ongoing motivation.
In public spaces, the campaign ran for over six months across more than 200 bus shelters in four major cities. This large-scale out-of-home presence resulted in millions of views, capitalizing on the high visibility of busy urban areas to raise awareness on a daily basis.
Complementing its physical presence, the campaign was also widely visible online. Through a sustained digital strategy focused on sharing information, inspiring action, and spreading awareness, it reached more than 9.7 million people and generated over 25 million impressions on social media alone. With around 80,000 likes, comments, and shares, the campaign ignited public conversation and highlighted the importance of tackling food waste.
Media interest was also strong and sustained, with 62 features and over 200 published articles helping to bring food waste into national focus. The consistent coverage amplified the campaign’s message and played a key role in shifting public discourse.
Beyond awareness, the campaign also drove action. More than 300 restaurants across Colombia have already taken part in the educational course designed to reduce food waste in the foodservice sector. This strong uptake signals both industry buy-in and a growing movement toward more responsible food practices.
By combining mass visibility with targeted engagement, this campaign successfully elevated food waste as a national issue and sparked concrete steps toward a more sustainable and responsible food culture.
Asset Types
- Social media posts
- Social media videos (stories, reels, GIFs…)
- Website landing page
- Website articles
- Other video assets
- Digital ads
- Print and OOH ads
- Toolkits
- Press release
- Podcast
Conditions of Reuse
The campaign concept or idea may be adapted by other WWF offices. While the original creative assets cannot be reused without modifications, offices are welcome to recreate the campaign in their own tailored execution. The campaign concept and creative assets may be reused “as is” by other WWF offices with minimal modifications (url, logo, local copy). There are IP, copyright, or other legal considerations to discuss before using this campaign. Please get in touch.
Get In Touch
For more information, reach out to WWF-Colombia at info@wwf.org.co