Did you know that in the Netherlands, we never eat a quarter of all our food? All that food is grown, processed, transported, cooled, and heated, consuming a lot of energy, which contributes to global warming. That's why it's crucial to minimize food waste. To draw attention to this issue, Together Against Food Waste, in collaboration with the Nutrition Center, organized the Waste-Free Week from September 12th to 18th. Our task was to develop a big idea for a cross-media campaign, one that could be further developed over the years. The goal: to encourage consumers to waste less food.