Saudi Food Bank: Inspiring the Next Generation to Reduce Food Waste

Eta'am (Saudi Food Bank) has been the pioneer in food preservation and redistribution across the Kingdom. To achieve long-term change, Eta'am sought to instill mindfulness in school-aged children before wasteful habits formed.

Traditional awareness campaigns directed at youth often sound like dry lectures and fail to inspire genuine behavior change. Eta'am needed characters and stories that made food preservation feel honorable, collaborative, and cool.

Persici created "Nabeha Tdoom" (We Want It to Last), introducing relatable characters who solve real-life school meal challenges through teamwork, sharing, and mindful portioning, packaged in cinematic live-action shorts.

The campaign catalyzed measurable change in over 150 participating schools, achieving an audited 24% reduction in discarded food and widespread commendation from educational authorities.