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Community | Environment | Health & Wellbeing | Human Rights | Social Justice | Welfare
FOOD FIGHTER IMPACT CAMPAIGN
Synopsis

LOGLINE:

OzHarvest CEO Ronni Kahn has enough passion and drive to move mountains – but can she reduce the $20 billion pile of food waste in Australia each year? Filmed over two years and on four continents, ‘Food Fighter’ is the inspirational story of one woman’s crusade to save perfectly edible food.

FULL SYNOPSIS:

Ronni Kahn used to be a contributor to Australia’s annual $20 billion food waste bill when she ran a successful corporate events company producing million dollar dinners. Then she realised the absurdity of throwing away perfectly edible food and decided to prioritise social activism over profit by founding OzHarvest.

Now, she’s taking on politicians and big business to expose an inconvenient truth: that four million tonnes of edible food is discarded in Australia every year while up to two million Aussies suffer from food insecurity. And to add insult to injury, this food waste ends up in landfill, harming the environment by creating greenhouse gas emissions.

Filmed over two years and across four continents, ‘Food Fighter’ follows Ronni’s crusade as she partners with the United Nations, rubs shoulders with royalty and Jamie Oliver’s juggernaut, rifles through dumpster bins and holds government to account. From the recent death of her daughter-in law to the very recent birth of her first grandchild, Ronni’s personal rollercoaster runs parallel to her meteoric rise as the face of food waste.

Conceding she lacked the “courage” to stay and fight the Apartheid regime in her mother country, ‘Food Fighter’ also follows Ronni’s road to redemption, an inspirational woman bidding to make peace with her past. In the end, it reveals what sort of individual it takes to effect such profound change globally.

HAS THE FILM BEEN COMPLETED?

Almost. After we were successful in raising the $647,422 production budget to film Ronni’s story, we were able to commence production. The documentary is now in the final stages of post-production and will be completed by the end of 2017.

We are now seeking philanthropic funding for the film’s impact campaign – a campaign that will allow us to release the film in a way that maximises the potential of the film to have a social impact.

Philanthropy

How does the project meet the aims of a philanthropic foundation?

FOOD WASTE

Food waste in Australia is of epic proportion, and it has social, environmental and economic consequences. While many people are trying to do something in their own way, one woman has made ending food waste her life's mission. Enter Ronni Kahn.

The release of ‘Food Fighter’ presents a unique opportunity to turn the spotlight on food waste – and what Ronni suggests we do about it. In the same way the impact campaign for ‘That Sugar Film’ gave individuals the tools to take control of their sugar intake, the impact campaign for ‘Food Fighter’ will give individuals tools to reduce food waste in the home, at work and in schools.

WOMEN’S LEADERSHIP

As the film’s protagonist, Ronni Kahn is revealed as a CEO with incredible passion and drive. She is inspirational figure for women and men alike, and for anyone who aspires to make a difference.

For any philanthropic foundation looking to promote the cause of women, ‘Food Fighter’ will highlight the incredible leadership of a woman – and grandmother – on a global stage. Through helping get the film on screens and out to audiences, you will be giving visibility to and amplifying the voice of a prolific woman. 

A FILM FOR COMMUNITIES

This is not just a film for individuals to consume – it is for communities. The film’s impact campaign will allow communities to come together and use the film as a conversation starter. For any philanthropic foundation looking to forge deeper connections within communities, this campaign will provide a platform for meaningful community engagement.

Aims & Objectives

What outcomes do you hope to achieve by making this film and how will you measure its impact?

The impact campaign for ‘Food Fighter’ has been devised with the following aims:

1. To raise or deepen awareness about the issue of food waste.

2. Inspire behavioural change in relation to food waste.

3. Educate the next generation about the value of food.

We will measure our impact by looking at:

For (1), how many people we reach through marketing, publicity and social media; how many people watch the film; and how many engage with the #FightFoodWaste action offered at the end of the film.

For (2), we will analyse the way people engage with the #FightFoodWaste actions at home or at work; and the number of community or workplace screenings organised.

For (3), we will look at the number of times the #FightFoodWaste education resources are downloaded; how many times people engage with the short education clips; how many school screenings are organised.

Strategy

What is your education and outreach strategy?

The education and outreach strategies for the ‘Food Fighter’ impact campaign have been devised in close collaboration with the team at OzHarvest.

Key strategies include:

1. CINEMA TOUR - The film will be introduced to audiences through a cinema tour of 18 event screenings around Australia. These will be special events and include Q&As with Ronni Kahn and/or director Dan Goldberg. Audiences will be invited to engage in the #FightFoodWaste campaign. The aim is to use the tour to kickstart a broader release and that from the beginning, the film will be aligned with a campaign to change behaviour around food waste.

2. #FIGHTFOODWASTE CAMPAIGN – we know that once people have watched the film, they will be inspired to take action. The #FightFoodWaste campaign is how we will channel motivated audiences to reduce their food waste at home, work and school. After watching the film, audiences will be directed fightfoodwaste.org where they can access resources, tips and tricks, and other tools for reducing food waste.

3. EDUCATION RESOURCES – Through the fightfoodwaste.org website,  a collection of education resources will be available for teachers. The resources will include short clips from the film, and curriculum-aligned education materials for both primary and secondary students. We aim to introduce the resources to a large database of Australian teachers through aligning with an education partner.

4. CINEMA ON DEMAND + COMMUNITY SCREENINGS – Key to the impact campaign will be to make it possible for people to host their own screenings, whether in cinemas or community venues. We are partnering with the cinema on demand platform FanForce to help facilitate these screenings.

5. PUBLICITY & MARKETING – The ‘Food Fighter’ impact campaign will reach a board audience through a marketing campaign that will include: engaging a film publicist to drive media and publicity; a digital marketing campaign targeted at specific audience segments; and grassroots marketing to introduce the film to key organisations.

Director
Dan Goldberg
Producer
Impact Producers: Screen Impact for Mint Pictures
Total budget
$300,000
Length
86 Minutes
Stage
Outreach