The disgusting truth

Stockholm Vatten och Avfall

With brutal honesty, Stockholm Vatten and Avfall is trying to increase awareness of the food waste issue. It is far too few Stockholm residents who sort their food waste, just 26%. That's not good enough. Praising all those who are fighting may be a way to get more people to think that they should maybe start doing the same.

The disgusting truth

Besides social media films, the campaign went big with billboards thanking families, neighbourhoods and housing associations for their food waste sorting. Collaborations with influencers on YouTube and Instagram were also included.