Definition of key concepts
Once the target audience has been identified, the main contents to be communicated are selected. In ToNoWaste, the key concepts include: sustainability, food waste, prevention and reduction of food waste, food preservation, resource optimisation, and the environmental, social, and economic impacts associated with food loss.
Adaptation of the level of complexity
The contents must be adjusted to the level of knowledge, experience, and context of each audience. For the general public, priority is given to everyday examples, practical advice, and ideas that can be easily applied in the home. For the HORECA sector—such as in the action carried out with cooks and staff from the school catering company CUINATUR—the communication approach reinforces the practical dimension, linking the contents to food preservation, planning, management, and optimisation in collective catering services.
Selection of the communication strategy
The strategy must be adapted to the profile of the recipient and to the objective of each action. For the general public, infographics, short outreach videos, and social media posts—such as on Instagram and LinkedIn—are used, with direct and visual messages. In the HORECA sector, the strategy is oriented towards applied training, the exchange of good practices, and the identification of context specific solutions.