From January 2017, Federalimentare, Federdistribuzione and Unione Nazionale Consumatori are leading promotion and awareness campaigns, which are the key points of the project. With the invaluable collaboration of Fondazione Banco Alimentare Onlus, which cooperated to the definition and development of contents, ad hoc strategies and tools were designed. The ambitious aim of reaching all targets in the best possible way was achieved by adding to the traditional media (leaflets, articles, newsletters, etc.) also more innovative channels such as a storytelling video in 4 episodes and the development of an app that helps consumers reducing food waste.