February 14, 2018
#recipe4change receives the Ecovidrio award for the best 2.0 campaign
The first global cooking contest #Recipe4Change organized by the United Nations Sustainable Development Goals (SDG) Fund received the Ecovidrio Journalism Award for the best 2.0 campaign. The award ceremony, which welcomed notable guests including the Spanish Minister of the Environment Isabel Tejerina, was held as part of Ecovidrio’s 20th-anniversary events. Founded in 1997, Ecovidrio is a non-profit organisation dedicated to protecting the environment by increasing the recycling rate of glass.
The Sustainable Development Goals Fund is a United Nations mechanism created thanks to an initial contribution from the Spanish government. The initiative, launched in 2014 and sustained with donations from around 20 public and private sector entities, has helped improve the lives of more than 3.5 million people. Among its objectives is boosting the social awareness of the SDGs. In alignment with this goal, the #Recipe4Change campaign aimed to promote SDGs in the kitchen.
The campaign featured the collaboration of the Roca Brothers—UNDP Goodwill Ambassadors and owners of the famed El Celler de Can Roca restaurant and attracted nearly 2,000 recipes from around the world. Over six months, participants used social media to submit their culinary creations, each of which responded to a distinct challenge that the chefs would communicate on their social media channels.
The contest inspired widespread interest from all corners of the global, from home cooks in Bolivia who didn’t have internet access, let alone social media accounts, to children from elementary schools in Spain and the United Kingdom that were participating in a European-learning exchange programme. The campaign also sparked the enthusiasm and participation among the UN’s broad network of global agencies.
The #Recipe4Change initiative was a resounding success on multiple levels, beyond its global recognition. The campaign far-surpassed its objectives in terms of participation and media impact, and most importantly, helped raise awareness of climate change as a universal challenge that people worldwide can fight from their home kitchens.
Macarena Barios of the digital communication agency DOG Comunicación, advertising agency that design the campaign, collected the award, thanking Ecovidrio on behalf of the SDG Fund. “It is a true honour to receive this recognition, as well as your commitment and support,” said Barios. “You have just awarded the SDG Fund for a social media campaign, but sincere thanks are also in order the Roca Brothers.”
She added, “Without them, this first global sustainable cooking contest would not have been possible. As true UNDP Goodwill Ambassadors, they were eagerly involved in the project from the start. They promoted the contest, actively followed it and played a key role in both defining the different cooking challenges and choosing the winning entries.”
On behalf of the SDG Fund, Barios also thanked Ebro Foods for “their commitment to sustainability, their generosity by contributing funds to the Food Africa project for every recipe received, and their steadfast involvement in promoting the contest throughout its various stages.”
“Our thanks on behalf of the SDG Fund team who are based in New York and unable to be here today. Finally, I would like to share this award with my colleagues at DOG Comunicación, who were involved with the project in one way or another and made it a reality: Ana Arbex, Elena Barrios and Ignacio Arregui. Receiving this award has been a great honour and a true privilege to know that our work has helped in the fight against climate change,” concluded Barios.