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Love Food Hate Waste Campaign Success

23 June 2011

The two-year Love Food Hate Waste (LFHW) campaign funded by WRAP, GMWDA and the Waste Collection Authorities has finished on a high

The aim of the two-year LFHW campaign was to raise awareness of the issue of food waste and to reduce the amount of food waste generated by Greater Manchester households. As a result the campaign has benefited the environment, as well as saving money for residents of Greater Manchester.

The results indicate that over the course of the two-year campaign more residents now take action to reduce their food waste, increasing from 37 percent prior to the campaign, up to 76.4 percent during the campaign and maintained to the end of the campaign.

The Campaign achievements included engagement with over 35,900 residents through road shows delivered across Greater Manchester and seeing a 509 percent increase in traffic to the LFHW pages of the Recycle for Greater Manchester website. 


The involvement of all partners has been vital to the success of the campaign, each bringing different skills and contacts. The district councils locally managed the campaign and targeted the campaign to their-own residents.

Key activities over the two years of the campaign included:

LFHW Launch Event

Road show events

Hosting a pre-Christmas 2010 'Love your leftovers cooking event

Attending Food and Drink Festivals

Engaging with Students

Love Food Hate Waste Recipe Competition

Running internal LFHW events

A "Pass it on event" held in March 2011 where local residents and community groups were provided with information, equipment and contacts to run their own Love Food Hate Waste Events.

To monitor the effectiveness of the campaign a three-phase doorstep attitudinal survey was carried out to identify Greater Manchester residents' views of, recognition of, and attitudes towards food waste and other waste prevention, re-use and recycling activities.

Throughout the campaign, the Partnership ensured that its messages were intensely promoted across Greater Manchester through press adverts and advertorials, bus advertising, billboards and radio advertising and sponsorship on Manchester's local stations. Employing these media throughout the two years of the campaign ensured continual promotion and awareness raising, enabling to constantly engage with residents.

The GMWDA and local authorities are going to continue to promote the Love Food Hate Waste messages in their areas. The challenge for the future will be to improve upon the results of the campaign in light of the current financial situation, continuing the campaign successes. 


This challenge will be met by continuing to work in partnership across Greater Manchester, utilising the campaign resources and contacts established throughout the last two years, and by incorporating the LFHW message into existing channels of communication.


Councillor Swannick Chair of the Authority said "We are thrilled with the success of the Love Food Hate Waste Campaign and all of the engagement activities that have been carried out over the last two years with Greater Manchester residents. We will continue to promote the Love Food Hate Waste messages going forward".

For further information on the on Love Food Hate Waste and how to plan your own community event please visit www.recycleforgreatermanchester.com