The project aims to combine messages to tackle food waste, encourage healthy and sustainable eating and encourage food waste recycling via the innovative campaign 'Small Change Big Difference. The strategic approach is to test, learn and develop the most effective messages, style and behaviour change interventions through a series of 3 waves. The TRiFOCAL London project is funded by the EU LIFE programme and managed by a partnership between WRAP, LWARB and Groundwork London.

Implemented in

  • Europe and Central Asia
  • Belgium
  • Bulgaria
  • Ireland
  • Italy
  • Norway
  • Spain
  • Sweden
  • United Kingdom of Great Britain and Northern Ireland

Sectors of activity
Education, Food & Beverage

Type of initiative
Education & Awareness Raising

Type of lead actor
Civil society

Start date
01/09/2016

End date
31/08/2019

Objectives

The TRiFOCAL project brings together three distinct areas and behaviours in an integrated campaign to encourage healthy sustainable eating, reduce avoidable food waste and increase food waste recycling. The project aims to encourage sustainable food systems in cities and aims to achieve the following targets:
• A 20% reduction in the per capita tonnage of avoidable food waste generated by Londoners, from around 63kg per resident to around 49kg per annum;
• £330m savings in annual living costs for Londoners, or £37 (€48) per resident;
• Reductions in global CO2 equivalent emissions of 430,000 tonnes per annum;
• Global water savings of 70 million cubic metres;
• A 5% increase in the amount of unavoidable food waste recycled by households across London;
• A 20% increase in the number of Londoners aware of key actions they need to take to eat more healthily and sustainably; and
• 5 EU replication cities signed up at the start of the project and at least a further 5 signed up during the project duration.

Activities

Between Autumn 2017 and March 2019, TRiFOCAL will be delivering innovative, unique, fun and engaging activities across London – with a specific focus on nine selected London boroughs – to raise awareness on the three combined food messages.

London-wide communications using PR, digital advertising and social media will reinforce on the ground delivery. The goal is to reach audiences at different points in their day and across different areas of their life – e.g. dropping off children at school, at work, eating out, shopping or cooking – to prompt changes in behaviour at the moments when people are most receptive.

The final phase of TRiFOCAL will look at how the findings from the pilots can be applied across all London boroughs. An assessment of what has worked best – along with any barriers – will be gathered and fed back to the project’s stakeholders and EU replication cities.

Impact and Results

We're really pleased at how well the campaign has been going with householders, and how much engagement we've had with the London boroughs. There have been five boroughs involved so far, and each one has created really localised campaigns for their residents, involving local people and organisations to reach as wide an audience as possible. We've also had great success with our digital campaign - social media is often the best way to reach our audience of 18-34 year olds, and we're putting more effort into this element of the project now that we've seen how well it works.

Additionally, the schools programme of the Small Change Big Difference campaign has been named one of the world’s ten most inspiring sustainability programmes for young people as part of a global assessment conducted by education non-profit body HundrED. Small Change Big Difference was singled out because of its unique pioneering status and ability to create a scalable impact. It engages pupils from reception age through to end of primary school about sustainability in food, using practical activities and experiential learning. To date, dedicated workshops, assemblies and whole school campaigns have reached more than 5,000 pupils from across 17 schools in seven London boroughs, helping them to understand issues connected with food. The programme has shown significant awareness-raising in pupils from all ages, across a range of food topics.

Next steps and how to get involved

We would welcome inquiries from other municipalities or organisations that would like to get involved, particularly in our replication programme. Please visit the TRiFOCAL website (http://trifocal.eu.com/) for more information or email the TRiFOCAL team: TRiFOCAL@WRAP.org.uk.

The project has also developed the TRiFOCAL resource bank where interested stakeholders can easily find and share information about innovative new approaches to behaviour change that aim to prevent food waste, encourage recycling of inedible food and promote healthy sustainable eating. The materials from the London pilot are available alongside adaptations by the EU replication cities. http://resources.trifocal.eu.com/resources/