In Switzerland, approximately 2.8 million metric tons of food end up in the trash each year. In private households alone, that amounts to an average of about 80 kilograms per person per year—and according to the initiative’s organizers, a large portion of this could be prevented with simple changes to daily habits. To raise awareness of this problem during National Week Against Food Waste, United Against Waste and foodwaste.ch have launched a nationwide campaign week: September 12–20, 2026, with more than 50 participating organizations.

Rebel Communication creates the visual thread

To bring together the many partner organizations involved—from the business sector, civil society, and the public sector—under one umbrella, Rebel Communication developed the strategic and visual campaign identity. The Zurich-based creative agency is responsible for the naming, the trilingual logo, the tagline, and the design of the communication materials and the main landing page.

«Make the most of it!» – An invitation, not a lecture

At the heart of the campaign’s identity is the tagline «Make the most of it!» Rather than focusing on sacrifice or lecturing, the message emphasizes the potential of food: Those who use it more mindfully enjoy it more, conserve valuable resources, and save money. According to the press release, the message is intended to invite people to rediscover how they interact with food—as a positive inspiration, not as an obligation.

A Nationwide Movement Through a Common Framework

The trilingual campaign logo reflects the national scope of the initiative: It was designed in German, French, and Italian to ensure a consistent brand image across language barriers. During National Food Waste Awareness Week, the partners—including major retailers such as Coop, Migros, Aldi, Lidl, and Denner, as well as cities, cantons, and restaurants—will carry out their own activities and awareness-raising initiatives. The visual framework developed by Rebel is intended to ensure that the many individual contributions come together to form a visible, nationwide movement.

In total, more than 50 organizations are participating in the launch—ranging from industry associations such as GastroSuisse and HotellerieSuisse to cantons and cities, as well as foundations, NGOs, and companies such as Unilever, Nestlé Suisse, and Transgourmet. For more information about the campaign, visit the landing page at www.rebelcom.ch accessible.

Contact at United Against Waste: Philip Moser (Communications), Leonie Küpper (Project Manager), Markus Hurschler (Managing Director). Person in charge at foodwaste.ch: Ladina Schröter (Project Manager), Ursina Krähenmann (Executive Director). Responsible at Rebel Communication: Kris Goricanec (Overall Responsibility), Teresa von Einem-Roth (Art Direction), Sina Grass (Creative), Linus Cotardo (Copy), Olivia Goricanec (Copy), Jennifer Isele (Consulting).

An association of 20 nationally active organizations forms the "Netzwerk freiwillig engagiert", which is committed to the recognition, promotion and visibility of volunteering. The occasion for the new social media campaign is the United Nations' International Year of Volunteers 2026, which recognizes volunteering worldwide as a force for sustainable development.

Current figures from the Volunteer Monitor 2025, the most important study on volunteering in Switzerland, underline the importance of volunteering in this country too: 86% of the population perform around 590 million hours of voluntary work every year. "Switzerland is a country of volunteers. Their work is the glue that holds our society together," says Katrin Gehring, Theme and Project Manager at Migros Culture Percentage. Particularly noteworthy: more than 90 percent of volunteers are satisfied with their work.

Commitment that enriches

This is precisely where the social media campaign developed by Rebel Communication comes in: It shows that volunteering not only benefits society, but also brings benefits and fulfillment to the volunteers themselves. Eight subjects in three languages show personal motivations in the areas of social, sport and environmental volunteering. "In this way, the diversity of topics covered by the "Volunteering Network" is taken into account and at the same time it is made clear that there is a suitable volunteering activity that enriches everyone," says Sandro Hodel, topic and project manager at Migros Culture Percentage.

The social media campaign is a continuation of the digital awareness campaign "Always there", which focused on volunteering in 2024 and raised awareness of its importance to society.

Responsible at the "Netzwerk freiwillig engagiert": Katrin Gehring and Sandro Hodel, Theme and Project Managers Social Affairs, Directorate Society & Culture, Federation of Migros Cooperatives (overall coordination). Responsible at Rebel Communication: Kris Goricanec (overall responsibility), Teresa von Einem-Roth (art direction), Sina Grass (creation), Linus Cotardo (text), Olivia Goricanec (text), Jennifer Isele (consulting), Julia Albers (consulting).

Participating organizations of the "Netzwerk freiwillig engagiert": alliance F, benevol Switzerland, Beisheim Foundation, Caritas Switzerland, Swiss Protestant Reformed Church, Innovage, Intermundo, Migros Culture Percentage, Movetia, Pro Senectute Switzerland, Roman Catholic Central Conference of Switzerland (RKZ), Swiss Association of Youth Organizations (SAJV), Schweizerische Gemeinnützige Gesellschaft (SGG), Schweizerischer Gemeindeverband, Schweizerischer Städteverband, Schweizer Verband Die Dargebotene Hand, Schweizerisches Rotes Kreuz, Swiss Olympic, Swiss Volunteers, Bénévolat Romandie.