Longstanding LUX client Zero Waste Scotland commissioned us to design a behaviour change intervention programme for South Ayrshire Council, testing if combined food waste reduction and recycling messaging could shift household habits. The challenge was engaging a hard-to-reach audience through localised touchpoints whilst proving measurable impact. LUX developed ‘Food for Thought’, a community-focused campaign which connected Scotland’s Net Zero 2045 ambitions to immediate local action. Our free quarterly newspaper featured seasonal content from recipes and local interest stories to interviews, hacks and tips, all highlighting environmental impact and cost-saving opportunities.

Our creative strategy fostered neighbourhood collaboration through the newspaper and a closed Facebook group. The content educated residents on commonly wasted foods whilst positioning them as part of a bigger movement. Results showed increased awareness and improved recycling of inedible waste, marking the start of an impactful food waste reduction journey for South Ayrshire Council.