© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 9
1. Another way to raise awareness is to share stories of other people/organizations who
are furthering your mission. Discuss this strategy—if you want to employ it, assign this
role to someone.
2. Talk about whether you want to socialize your message in ways that aren’t related to
social media: posters, pamphlets, etc. Plan what these will look like and who will create
3. Decide how you will track your metrics (likes, shares, etc.) and who will be responsible
for this. This is important information for knowing what kinds of posts are working and
what kinds aren’t. Decide when and how you will evaluate the effectiveness of your
Now go change the world!
Spreading the Word on Food Waste
This tool is designed to get you thinking about a communication strategy on the importance of food waste
reduction to your peers. The more people know and care about food waste, the greater our chances of seeing
Social media can be a powerful tool for spreading a message. Use the following questions to brainstorm as a
team and take notes on your ideas.
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 10
How long will this
Once you have spent
time brainstorming together, decide who
will do each task. Based on your roles
(social media managers, video producers,
meme creators, etc.), you may want
to divide into smaller groups for more
Social media can be a powerful tool for spreading a message. Use the
following questions to brainstorm as a team and take notes on your ideas.
What are some
will we post?
What do we want people to do as
a result of our message? Is there a
program we could set up (cafeteria
share table, school composting,
etc.) that we could invite them to
join? Or is it more about personal
Could we create a specific challenge of some kind? (Check out this girl who saved all of her trash in a jar—is there something similar we could do?)
will we use (Instagram,
Twitter, etc.)? What kinds of posts
do we want to create
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 11
Here you have a chance to communicate
with decision makers who can make a
big difference on food waste—people
like hotel and restaurant owners, school
administrators, grocery store managers,
and government officials. Spend some time
brainstorming as a team and jot down your
1. Who do we want to target?
2. For each category of decision maker, what will we be asking them to do?
3. What will be the most effective avenues of communication with each person (formal letter,
email, in-person/Zoom meeting, petition signatures)? You may want to try different forms to
see what works best.
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 12
4. What information will be most important to include so that this person is convinced that
food waste matters?
Now plan who will be reaching out to each
1. You may want to work in teams (two people work on a letter together), or you may decide
that splitting the work between individuals is easier.
2. Make sure you read the information below (Communication Tips) so that your interactions
are professional. This makes you more likely to be taken seriously.
3. Decide when and how you will evaluate the effectiveness of your campaign.
Now go change the world!
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 13
If you wanted to make an announcement to a big crowd but forget
to turn on your microphone or speaker, your audience wouldn’t
have a chance of hearing you—no matter how important your
message may be. In the same way, there are some important ways
you need to “turn on the mic” when communicating with adults.
Here they are:
* Be polite. This means expressing gratitude, using appropriate titles (Ms.
Brown, Dr. Collins, etc.), and saying “please.”
* Don’t be overly familiar. These are adult leaders, not friends. Use “Dear”
not “Hey.” Avoid slang. You don’t want your language to be unnatural, but
it should not sound like a text message either.
* Early in the message, explain who you are and why you are reaching
out. By the end of the second sentence, your reader should understand
the gist of why they are receiving this email or letter.
* After you introduce yourself, explain the problem (food waste) in a clear,
concise way. You want the reader to understand the gravity of this issue
through concrete data that supports your point of view.
* Then state what you are asking the reader to do. What action are you
hoping they will take to enact solutions or impact the problem? Can you
offer any practical help to facilitate their action?
* Close by thanking them for their time and stating how they can reach you
if they desire further dialogue.
* If you want to initiate a conversation (phone, Zoom, or in person), you
should first reach out with an email. This email should not be as detailed
as a stand-alone email but will give the recipient the general information
about who you are and why you would like to meet. State how much time
you are requesting and make sure you honor the commitment if they
agree to a meeting.
above are the
you are writing
an email or a
that you will
mail. The only
difference is that
you don’t need the
date and contact
information at the
top of the email!
Try it now!
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