Did you know that our food system negatively impacts the environment more than any other human activity? It’s a massive problem, but there’s a simple solution – only one way to truly go about solving an issue so complex and globally-felt: one small step at a time. 

We wanted to shift the narrative around the food crisis from one based on fear, guilt, and negativity to one based on hope and positivity by proving that it doesn’t take much on anyone’s part to make a difference.

All it takes to build a better world is to make some basic lifestyle changes. We came up with the concept and campaign line “One Small Step” to show that implementing these small changes in our eating, cooking, and shopping habits can bring about great change – especially over time and if we make them together.

The campaign centred around digital and Out Of Home (OOH) collateral encouraging people to eat less meat, reduce food waste, buy seasonal produce, not use single-use plastics, support local producers, and make more ethical purchasing decisions.

We wanted to keep the messaging direct, informative, and functional so that everyone could take something away from the campaign, even at a glance. Each piece of collateral suggested a small step that people could take to improve their consumption habits and lessen the load of these habits on the planet. It also offered a rationale, recipe, or more information to help and inspire people to make these small changes. People were also redirected to WWF South Africa's website to learn more about the food system and find more steps to take to improve it.