OzHarvest: Driving National Behavioural Change

Summary

Project: OzHarvest ‘Use It Up’ Campaign.
Objective: Drive national awareness and reduce food waste through behaviour change.
Services: PR strategy, influencer management, celebrity liaison.
Impact: 350+ media stories, national broadcast coverage, uplift in public engagement.

The Challenge

A Purpose-Led Campaign to Cut Food Waste and Carbon Emissions.

KLPR is an Australian PR agency specialising in purpose-led and behaviour change campaigns. For OzHarvest, Australia’s leading food rescue charity, we delivered a national sustainability communications campaign that sparked measurable behaviour change and positioned OzHarvest as a leader in food waste reduction.

To turn insight into action, OzHarvest launched the ‘Use It Up’ tape. A simple, visual reminder helping households use leftovers and reduce waste. KLPR’s role was to position OzHarvest as the authority on food waste reduction and inspire nationwide adoption of the ‘Use It Up’ system.

Our PR strategy included:

  • A data-driven media launch anchored by behavioural research.
  • Compelling messaging reframing food waste as climate action.
  • Tiered outreach across broadcast, print, digital, and radio.

The Outcome

Widespread Coverage and Real-World Impact.

The campaign generated:

  • 350+ media stories nationwide, spanning broadcast, print, and digital.
  • Major features across Channel 7, ABC, The Daily Telegraph, and news.com.au.
  • A measurable increase in public engagement with the ‘Use It Up’ platform.
  • Reinforced OzHarvest’s position as a national leader in sustainability and behaviour change.