Clean Plate Campaign
Client: Food from the Heart (FFTH)
Project: Clean Plate Campaign
Year: 2018
JAB’s role: Official Design Partner
In 2018, JAB Design supported Food from the Heart’s Clean Plate Campaign, a nationwide initiative encouraging Singaporeans to reduce food waste and appreciate the value of every meal.
Launched at Old Airport Road Food Centre, the campaign brought a simple behavioural message into schools, community events and public spaces across Singapore.
Read The Straits Times coverage of the campaign.
Behaviour change often begins with a message people can understand, remember and act on.
The Challenge
Food waste is a large and complex issue, but the action being asked of individuals was straightforward: take only what you need and finish what is on your plate.
The campaign therefore needed to communicate an important sustainability message without making it feel distant, technical or difficult to act on.
It also needed to engage different audiences — particularly children, families and members of the public — across schools, events and community settings.
About the Campaign
The Clean Plate Campaign was organised by Food from the Heart with support from Applied Materials, the National Environment Agency and South West Community Development Council.
Introduced in 2013 and continued through subsequent editions, the initiative was linked to World Food Day and aimed to raise awareness of food waste in Singapore.
In 2017, more than 800,000 tonnes of food waste were generated in Singapore, with only 16% recycled.
Messages such as “Be the Change” and “Take the first step towards reducing food waste. It all starts with you.” translated that wider environmental challenge into something personal and actionable.
Our Design Contribution
JAB Design developed campaign visuals and supporting collaterals that helped the initiative communicate consistently across different environments and audiences.
Our work included:
- Key visual design — built around the heart-shaped Clean Plate Campaign identity and the message “Be the Change”.
- Posters and educational infographics — presenting food-waste facts and practical actions in an accessible format.
- Event communications — including wobblers and campaign materials used in schools and at the Clean & Green Singapore showcase.
The visual language was designed to be bright, approachable and easy to understand, helping the campaign connect with both children and adults.
Good campaign design makes a large issue feel personal, relevant and possible to act on.
43,000 Clean Plates
The campaign recorded 43,000 clean plates, turning a simple individual action into a visible measure of collective participation.
Schools and communities across Singapore took part, with institutions including Tanjong Katong Primary School recognised during the 2018 Clean & Green Singapore event.
Designing for Behaviour Change
The campaign demonstrated how visual communication can support a wider social objective.
Rather than relying on statistics alone, it connected food waste with familiar daily behaviour: choosing portions carefully, finishing meals and appreciating the resources behind every plate of food.
Our collaboration with Food from the Heart reinforced a principle that continues to guide our work:
Design can do more than inform. It can make action easier to understand and easier to begin.
About Food from the Heart
Founded in 2003, Food from the Heart is a Singapore-based charity dedicated to alleviating hunger through food distribution and food-waste reduction initiatives.
Learn more about its work at foodfromtheheart.sg or follow the organisation on Facebook.
Design for Your Next Purpose-Driven Campaign
Planning a sustainability, community or behaviour-change campaign? JAB can help shape the message, campaign system and communications around it.
Start a conversation with JAB Design.
More About What We Do
Our creative expertise spans four core disciplines:
Need help? Drop us an email at info@jab.sg, or connect with us via our contact form.
