Media Plan at OzHarvest

Media Plan at OzHarvest
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Word Count: 1186 words
Media Plan at OzHarvest
Brief
OzHarvest, a leading food rescue organization, prioritizes feeding those in need, containing food waste, and protecting the environment. The client briefing shows that “how to make our national food waste Campaign-Use It Up- embedded in households across the country” is a key problem. The Use It Up campaign is introduced to help OzHarvest facilitate its mission, including minimizing waste. The problem intensifies as most households are prone to avoidable food waste, including edible ones, thus contributing to the climate change menace. The Use It Up campaign targets young adults aged 18-25 who are increasingly conscious about their contributions to the climate crisis and barely have enough money to waste. The plan for addressing the problem will primarily focus on digital platforms because the target audience primarily relies on platforms such as social media as their major sources of information and entertainment. This will include the existing campaign tactics, such as social TikTok and Instagram and reliance on influencer marketing, including celebrity chef influencers and other celebrities.
Research
The client briefing indicates that Generation Z, 18 to 25-year-olds, is the primary target audience of OzHarvest. The organization has established that the above segment does not champion food waste. However, their lifestyle arguably supports food waste because they primarily rely on food on the go. Regardless, one cannot disregard the fact that they are conscious of their impacts on the plant. This is supported by the claim that more than half of the young adult population is informed about climate change and its impact (Jurkenbeck et al., 2021). Also, Li et al. (2020) allude that online food delivery, which is common among young adults, has yielded environmental impacts drawn from high waste generation.
Importantly, the reliance on digital platforms is likely to yield significant results, including increased awareness from the target audience. In this regard, Mude and Undale (2023) write that young adults embrace social media platforms for various purposes, including socializing, entertainment, and shopping. The focus will include media channels such as Instagram and TikTok, which allows access to interactive and engaging videos that can attract notable traction on the problem. At the moment, the company already has web pages, social media, and celeb chef influencers. This can go beyond user-generated content to include hashtags that increase audience reach. Another influential approach is influencer marketing, which includes relying on influential and celebrated chefs that the target audience can emulate. For example, Curtis Stone, one of Australia’s most celebrated chefs with more than 630, 000 can be used to address the problem, using hashtags such as #useitup to reduce food waste. Influencers are a key source of information and can influence decisions, especially among Generation Z, who frequent the platforms. Source music will include reliance on popular trends on platforms such as TikTok. It will also include seeking help from exper...