Food from the Heart — Clean Plate Campaign
CASE STUDY
Campaign Development & Management · Identity & Visual Systems · Environmental & Graphic Design
At a Glance
Turning awareness into everyday action.
Food from the Heart (FFTH) led the Clean Plate Campaign to raise awareness of food waste and encourage more responsible consumption habits.
JAB Design supported the initiative as Official Design Partner, helping translate the campaign’s objectives and messages into clear, engaging and accessible visual communications.
The Challenge
Food waste is a significant but potentially abstract issue.
For the campaign to connect with its audiences — particularly students — the communication needed to go beyond presenting facts. It had to make the issue understandable, personally relevant and actionable.
The challenge was to create a visual approach that could communicate the seriousness of food waste while remaining approachable and engaging across schools, events, educational materials and digital platforms.
From Awareness to Action
Statistics helped establish the scale of food waste, but the communication also needed to connect that larger issue with individual behaviour.
The campaign centred on personal agency: encouraging people to recognise that reducing food waste begins with their own everyday choices.
Messages such as “Be the Change” helped move the conversation from awareness towards action.
As the official design partner, we helped create campaign visuals that brought this meaningful initiative to life across schools, events, and digital platforms.
A Coherent Visual System
Working in support of FFTH’s campaign, JAB developed a visual communication system that could carry the message consistently across multiple touchpoints.
- Campaign Key Visual (KV)
- Clean Plate Campaign identity device
- Educational infographics
- Posters and campaign materials
- Event communications
- Visual adaptations for schools and digital platforms
The visual language was deliberately accessible and engaging, allowing a serious sustainability message to be communicated without becoming overly technical or institutional.
Awareness. Engagement. Action.
Awareness
Make the scale and significance of food waste easier to understand through facts and visual information.
Engagement
Create an approachable visual language capable of attracting attention and connecting with younger audiences.
Action
Bring the larger sustainability issue back to a simple personal behaviour: value food and finish what is on your plate.
Together, these elements gave FFTH a consistent visual platform through which the campaign message could be reinforced across different environments.
The Outcome
The campaign reached schools and communities and recorded 43,000 clean plates.
Participating institutions were also recognised at the 2018 Clean & Green Singapore event, including Tanjong Katong Primary School as a top-performing school.
These achievements were the result of FFTH’s initiative and the collective efforts of its organisers, supporters, schools and participants.
JAB was proud to support that effort by providing the visual communication framework through which the campaign message could be consistently expressed.
Design With Purpose
The Clean Plate Campaign demonstrates how design can contribute beyond the production of individual materials.
Campaign objective → Audience understanding → Communication approach → Visual system → Multiple touchpoints
FFTH initiated and led the campaign. JAB supported, interpreted and translated its intent into communications designed to connect with its audiences.
That distinction matters — and so does the result.
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