Thank you Neve! The idea to be conscious about our consumption comes from HBR's podcast. It is an invisible trap for all of us to waste food, resources and our time nowadays. And the opportunity for PSA communication lies there, companies like Google, Amazon and Facebook wouldn't suffer much if they donate those spaces for public good for a week and the authorities can use those spaces to guide people about what/what not to do. I am pretty sure that the creatives/ad agencies would work pro bono to craft the content.