The "Paolo Ettorre – Socially Correct" association was founded in commemoration of Paolo Ettorre, who during his career in the advertising agency Saatchi & Saatchi, always distinguished himself for his awareness and commitment to social issues, promoting numerous cause-related campaigns.
With the objective of continuing this commitment, each year the association promotes a competition addressed to students enrolled in courses in the communications sector, for the development of a campaign on an issue of social importance. The winning campaign gives the creative couple who developed it the opportunity to carry out an internship in the creative department of the Saatchi & Saatchi agency.
The theme of this year’s competition is of great importance: prevention of food waste. Data from the National Observer Waste Watcher reveals that each year Italian families discard an average of 8.7 billion Euros in food, equal to approximately 0.5% of the GDP. With the aim of limiting this phenomenon, the Ministry for the Environment, Land and Sea has set up a National plan for the prevention of food waste (PINPAS). It is the first time Italy has a plan against food waste, made possible thanks to a task force coordinated by the president of Last Minute Market, Andrea Segré. It will be presented in the month of November and subsequently monitored to verify its efficiency.
The objective of the campaign created for PINPAS by the competition, will be to create public awareness regarding the economic and environmental impact generated by domestic food waste. The campaign will also aim at public involvement, inviting everyone to take an active role by putting into practice "good measures" that, carried out on a daily basis, will enable a reduction in the quantity of food that ends up as waste.
