The problem

OzHarvest are an organisation that rescues unwanted and unclaimed food destined for the tip and sees that it gets to the over 2 million Australians that suffer from food insecurity. The organisation wanted to drive awareness and involve people in their business model

The Insight

People love sharing photos of their food over social media

The Solution

We created an online social movement that enlightened consumers of the scale of Australia’s food waste problem, whilst driving consumers to engage in a microcosm of their business model.
Pledge a Plate was a social media ‘challenge’ that encouraged consumers to create a new meal from their reused leftovers, sharing their meal across social with the #pledgeaplate, challenging others to follow suit and donating their money saved to OzHarvest.


Pledge a plate launched the Eat, Think , Save campaign which has been responsible for spreading awareness of global and local food waste.

OzHarvest #pledgeaplate
#pledgeaplate 1 meal today
#pledgeaplate snap of your meal
#pledgeaplate newsfeed of food
#pledgeaplate stop waste

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