Title	KAPTEN REKO
Brand	KONSUMENTFÖRENINGEN STOCKHOLM
Product/Service	NGO
Category	A09. Sponsorship or Partnership Campaigns
Entrant Company	CONCEPT STORE Stockholm, SWEDEN
Advertising Agency	CONCEPT STORE Stockholm, SWEDEN

Name	Company	Position
Sven Von Haslingen	Concept Store Sweden	Client Director/Strategy
Martin Karlsson	Concept Store Sweden	Executive Producer
Helena Ullman	Concept Store Sweden	Project Manager
Peter Uksila	Concept Store Sweden	Event Producer
Anna Berthels	Anna Berthels	Copy
Klara Frankzén	Klara Frankzén	Ad
Anna Westin	Färgstarkt	Illustrator

The Brief

Our challenge was to create awareness that a third of the world's food waste could be eaten if properly taken care of and to create knowledge how to reduce food waste. We targeted families and the realization of our challenge is based on two insights; 1. When consumers are given insight into and knowledge of how food is connected with animals and the environment, the motivation and incentive to change behaviors follows. 2. A family's consumption behavior is largely influenced by their children. Children are not only greedy for knowledge - they are also the most likely to influence others.

Campaign Success

Based on the insights and with playful learning as the motto, created Captain Reko, and the Reko game. The game is played by 6-year-olds in pre-school and consists of four rounds. Captain Reko, with her headquarters at Lill-Skansen, leads children through the game's various educational elements. The game is made up of facts on food nutrition, learning games and the repeating of the newly gained knowledge with tricky assignments enabling children to apply their learning in reality. The children are also encouraged to share their knowledge through assignments to do at home. Everything around the theme Don’t throw away food! After finishing the game, the children were invited to Lill-Skansen. We had a live-action Captain Reko give an educational show, and had the kids join a guided tour to meet the animals - all to repeat and confirm the knowledge they were given during the game.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Captain Reko concept has had a huge impact on the lives of both children and their parents: •Recognition and message understanding is almost total - with 98% remembering the main message. •100% of pre-school teachers think that Captain Reko is a good concept both as a training tool and as a tool to change children's behaviour. •85% of pre-school teachers state that the concept has taught children how food is connected with nature and animals, and how food and the environment are linked. •The children's knowledge and behavioural changes have also been reflected in their parents! Preschool staff estimate that 65% of children have affected their parents' behaviour, while 82% of pre-school staff state that they talked with the parents about what their children learned during the Reko game. The children’s enthusiasm gives Captain Reko energy to continue her work in reducing the food waste footprint!

Explain why the method of promotion was most relevant to the product or service

Stockholm Consumer Cooperative Society sponsored the entire construction of the new Lill-Skansen mini-zoo to let children and their parents come close to animals and nature all year round. By linking food with animals and nature in our activation we created motivation and incentive to change behaviors in the struggle to reduce food waste. With sustainability and playful learning as the motto, we created the character Kapten Reko, and the Reko game. A game played in pre-schools learning how to reduce food waste. The final part of the game took place at Lill-Skansen where the children got to meet the animals and the newly gained knowledge were recognize with a live-action Kapten Reko Show.