"Out of sight, out of mind"
Especially in developed countries, majority of people tend to learn about the global food waste problem through news and social media. OpenIDEO challenge like this informs people and encourages them to take actions. These points of contact create thoughts which drive the actions. The key here is the sustained thoughts. One way to achieve is getting involved in the local community of people are already active.
So, the idea is to show the curated great local content of change makers tackling the food waste problem and why it is increasing important (800 million people are undernourished and starving globally). This empathetic experience will be designed to lead the actions. Right after the experience, the person will see a map of local change makers in his or her city to get involved. In London, the actions could take many forms from going to events hosted by FEEDBACK like Disco Soup to volunteering at Food Cycle to visiting Hackney City Farm in the city.
Virtual reality could be used a medium to provide this whole experience as it has the power to connect humans to other humans in a way no other forms of media can. I believe that if we can become more empathetic and compassionate with our connection of food, we would be able to gain good food habits and thus waste less food for good.