Abu Dhabi ADAFZA | 2030 Food Waste Initiative

The campaign was rolled out in phases to address the extensive scale of the initiative, focusing on Seasonal/Occasional Messaging. This phased approach allowed for tailored messages, starting with Ramadan, to effectively raise awareness, shift behaviors, and promote sustainability.

During Ramadan, the campaign spotlighted the critical issue of food waste, leveraging impactful statistics and persuasive messaging to inspire community participation and encourage mindful consumption. The initiative aimed to foster a culture of responsible eating and gratitude for food.

To support these goals, a dedicated campaign website was created, offering resources such as recipe ideas, meal planning templates, and food storage guides. The site also featured community forums for sharing tips and strategies, enhancing engagement and collective action.