Engaging the Residents of North London with Love Food Hate Waste

Resource Futures recruited and managed two embedded Outreach Workers to support the North London Waste Authority’s, WRAP funded, Love Food Hate Waste campaign. During the seven month period, the Outreach Workers organised and delivered over sixty roadshows in supermarkets, businesses, libraries and at community groups, across NLWA’s seven constituent boroughs, to engage more than 3,500 people with the campaign.

Resource Futures recruited and managed two embedded Outreach Workers to support the North London Waste Authority’s, WRAP funded, Love Food Hate Waste campaign. During the seven month period, the Outreach Workers organised and delivered over sixty roadshows in supermarkets, businesses, libraries and at community groups, across NLWA’s seven constituent boroughs, to engage more than 3,500 people with the campaign.

Calculating the cost-benefit ratio reveals that the average cost of engaging someone in a conversation about Love Food Hate Waste using this approach is £1.86. This figure falls dramatically if general awareness raising, based on the opportunity to see (OTS) figures, is taken into account, 13p per person.

In addition to co-ordinating these, Resource Futures composed press releases for NLWA’s milestone events, ran a recipe competition, synchronised the production and launch of the resulting recipe book and actively engaged over forty local retailers with the campaign. Furthermore, analysis of the quantitative and qualitative data collected at the roadshows enabled us to select and advise on the most effective engagement techniques and communicate with previously hard to reach audiences.
 
Through our work with NLWA Resource Futures has also developed and designed original activities such as Perfect Portions, which is a Love Food Hate Waste branded engagement activity. Simple to use and visually stimulating, it has proven to be a great success; well received by local authorities, roadshow staff and members of the public alike.

Furthermore, as a result of the successful management of the project, the contract with Resource Futures was extended for an additional month. During this time the Outreach Workers have undertaken a variety of tasks to assist with completion of the campaign including stakeholder presentations, collation of feedback and the ongoing distribution of materials.