Broadcaster UKTV is committing £1 million-worth of airtime to a new Everyday Sustainability campaign running across the breadth of its linear network and streaming service.
The campaign’s main aim will be to encourage the British public to make healthier lifestyle choices and to tackle the food waste epidemic in partnership with climate action NGO WRAP and its campaign brand Love Food Hate Waste.
Estimates suggest that the British public currently throws away around 6.6 million tonnes of household food a year, 4.5 million of which could have been eaten. The associated carbon cost with producing such a surplus is a direct contributor to the climate crisis.
“Sustainability is one of the core pillars of UKTV’s strategy, and the Everyday Sustainability campaign has been designed to harness the power of our network to inform and inspire viewers,” UKTV director of advertising, Sarah Goldman said.
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“The statistics about food waste are alarming, so I am delighted that we are working with the experts at Love Food Hate Waste to nudge people into more sustainable behaviours.”
Produced in-house by UKTV in collaboration with the Love Food Hate Waste team, the hero film will launch on Friday (14th October) and will be featured around 100 times every week across the UKTV network for a 12-month period.
WRAP director of behaviour changes and business programmes, Catherine David added:“It is a pleasure to be working with UKTV to highlight the huge issue of household food waste, and what we can all do to make more sustainable choices in our everyday lives. We are delighted that Love Food Hate Waste tips will reaching UKTV’s huge audience.”
