Clean Plate Campaign
Client: FFTH (Food from the Heart)
Project: FFTH’s Clean Plate Campaign
Year: 2018 (introduced in 2013)
Clean Plate Campaign to prevent food waste launched at Old Airport Road Food Centre | The Straits Times.
JAB Design was the Campaign’s Official Design Partner.
The Challenge
Throwback: In 2018, JAB Design was honoured to be part of Food from the Heart (FFTH)’s Clean Plate Campaign — a national movement inspiring Singaporeans to reduce food waste and appreciate the value of every meal. As the official design partner, we helped create campaign visuals that brought this meaningful initiative to life across schools, events, and digital platforms.
Take the first step towards reducing food waste. It all starts with you. Visual designed by JAB Design.
About the Campaign
Clean Plate Campaign, organised by Food from the Heart (FFTH) and supported by Applied Materials, National Environment Agency (NEA), and South West Community Development Council, celebrates World Food Day each year. It aims to raise awareness of food waste in Singapore — where over 800,000 tonnes of food were wasted in 2017, and only 16% was recycled.
Through simple yet powerful messages like “Be the Change” and “Take the first step towards reducing food waste. It all starts with you,” the campaign encourages individuals, especially students, to finish their meals and develop mindful consumption habits.
Educational infographics for Clean Plate Campaign, by JAB Design.
Our Design Contribution
JAB Design developed campaign collaterals including:
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Key Visual (KV) design with the heart-shaped Clean Plate Campaign logo, symbolising care and commitment to the cause
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Posters and educational infographics illustrating Singapore’s food waste statistics
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Event visuals for wobblers etc used at schools and the Clean & Green Singapore showcase
Each design was crafted to be bright, engaging, and easily relatable, ensuring that the message resonated with both children and adults.
As the official design partner, JAB Design helped create campaign visuals that brought this meaningful initiative to life across schools, events, and digital platforms.
Customer Success Story
43,000 clean plates counted. Changing the food waste landscape!
Honoured to be mentioned by Food from the Heart, in their Facebook post celebrating the Clean Plate Campaign’s Winning Schools! JAB Design is proud to have contributed to this meaningful national initiative that champions sustainability and gratitude through design.
Celebrating Change Together
The campaign reached schools and communities across Singapore, culminating in recognition for institutions such as Tanjong Katong Primary School, which clinched the top award at the 2018 Clean & Green Singapore event.
Our creative partnership with Food from the Heart (FFTH) reminded us that design can do more than inform — it can inspire change. Through visuals that speak to the heart, we helped spread a message of gratitude, mindfulness, and sustainability.
About Food from the Heart (FFTH)
Founded in 2003, Food from the Heart (FFTH) is a Singapore-based charity dedicated to alleviating hunger through food distribution and waste reduction initiatives. Learn more about their work at www.foodfromtheheart.sg or follow them on Facebook.
What’s your next Purpose-driven Campaign?
We at JAB Design are proud to have played a part in this meaningful cause. Designing for good — it’s what we stand for.
Want to collaborate with us on your next purpose-driven campaign? Reach out to us at info@jab.sg or Contact Us.
Find out more about what we do
We have on hand creative professionals to help you navigate fully in:
- Identity & Branding (Brand Strategy, Identity Systems & Logo Design)
- Graphic, Interactive & Environmental Design
- Copywriting, Editorial & Publishing
- Campaign Development & Management
Need help? Drop us an email at info@jab.sg, or connect with us via our contact form.
