An Overview Of Our Solution
In 2017, the Akatu Institute for Conscious Consumption launched "Fruits of the Month" campaign, aimed to sensibilize and mobilize Brazilian population to prefer consuming seasonal local fruits, in order to reduce enviromental and social impact. The campaign strategy focus on social network posts and was broadcasted montly, from March to December of 2017. Akatu Institute, founded in 2001 in Brazil as an NGO, endeavors to make consumers aware about the impacts of their consumption and to educate them on the importance of their consumption choices as an instrument to contribute to the transition to sustainable lifestyles, inspired by a society of well-being and enabled by sustainable production and consumption models.
- Population Impacted: 293,000 people
- Continent: South America
Last name
Organization type
Context Analysis
Nowadays, a wide variety of fruits and vegetables can be found at markets all year round. This is possible with the use of agricultural production techniques, which involves greenhouses, modified seeds and increased use of pesticides, fertilizers, water and other resources. In addition to that, this type of agriculture is usually installed far from the consumption point, requiring a logistic network to delivery it to the consumer, impacting on pollution generation. "Seasonal fruits" are usually produced close to their distribution.
Consumers are not aware that each fruit or vegetable has a natural cycle of growth and maturation, since each plant has "preferences" for certain periods due to its climatic conditions. Therefore, the ideal is to consume them in their natural harvest, when they are more nutritious, tasty and abundant - consequently, generating less negative impacts to the environment.
To cultivate 1Kg of Mango out of it´s natural period may require up to 450Kg of water.
Describe the technical solution you wanted the target audience to adopt
The solution to change behavior of the target audiencia (Southeast population in Brazil) was to provide information in a playful and practical way, so that the consumer can be aware of which fruit is best consumed in a given month. This material was published in Akatu´s digital channels: social networks, website and newsletter.
The animated gifs were used as an enter point to access a more complete text explaining about resources consumption and agricultural techniques.
Type of intervention
Describe your behavioral intervention
Akatu Institute released the campaign "Fruits of the Month" to sensibilize and to mobilize Brazilian to be informed about the best season to consume local fruits, in order to make a best buying choice. We measure the reach of this campaign through the Facebook performance tool.
As needed, please explain the type of intervention in more detail
Brazilian population are very interest in social networks, specially in cute and funny contents. Considering this, Akatu Institute prepared animated GIFs and static graphics to draw the attention of a massive audience.
Describe your implementation
Brazilian population are very interest in social networks, specially in cute and funny contents. Considering this, Akatu Institute prepared animated GIFs and static graphics to draw the attention of a massive audience.
External connections
Fruits of the Month campaign content was shared to our sponsors companies, that adopted the message to their publics.
Who adopted the desired behaviors and to what degree?
Akatu Institute´s Seasonal Fruits campaign reached 293,000 people, that received the message in Facebook.
How did you impact natural resource use and greenhouse gas emissions?
Production of "seasonal fruits" respects the natural cycle of growth and maturation, since each plant has "preferences" for certain periods due to its climatic conditions. It avoids the extra use of production techniques, which involves greenhouses, modified seeds and increased use of pesticides and fertilizers. Furthermore, "seasonal fruits" are usually produced in locations close to their distribution points, which means less emissions of greenhouse gases of fuel that would be spent on the logistics of these products.
What were some of the resulting co-benefits?
Better nutrition habits and understanding that there is an interdependent relationship throughout history between human action and the impact on ecosystems and the climate behavior. Consumers could see that are part of the problem's origin, but they are also part of their solution.
Sustainability
Better nutrition habits and understanding that there is an interdependent relationship throughout history between human action and the impact on ecosystems and the climate behavior. Consumers could see that are part of the problem's origin, but they are also part of their solution.
Return on investment
US$ 2.400 (graphic designer) + US$ 3.000 (content) was spent in this project, that reached 293,000 people, which means US$ 0,018 per person reached.
How could we successfully replicate this solution elsewhere?
Akatu Institute´s Seasonal Fruits campaing can be easily replicated in Brazil and other countries, by companies, governments and civil society. To be adopted in other regions, are required:
- Content research about fruits/vegetable best seasons;
- Graphic design art pieces development - vídeo and static;
- Press releases and other texts, to be sent and published in various channels.
- Media adds investment.