‘Som Gent de Profit’ is a campaign by the Catalan Waste Agency aimed at raising citizens’ awareness of the economic, social and natural cost of food waste. Anthesis Lavola created the campaign image, as well as a travelling exhibition to disseminate the initiative and encourage visitors to reduce food waste.  

In the logo, the words ‘Som’ [we are] and ‘Gent’ [people] are emphasized to call on citizens and include them in the message. The campaign colours – green and brown – are the colours of recycling and sustainability (green) and the organic fraction (brown), with green being the predominant shade. We used symbols inspired by food, cuisine, cooking utensils, etc.   

The exhibition also recreates domestic spaces to raise awareness of how we can all reduce food waste at home. The modular, flexible format of the exhibition can be adapted to different spaces and sustainability criteria, while still incorporating interactive panels.