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Saving the world isn’t just for the movies

Scotland has launched a new campaign to get consumers doing their bit for climate change by tackling issues such as food waste and washing temperatures

Surveys show that 8 out of 10 Scots could do more to care for the environment. To change this, the campaign will run a series of ads and poster campaigns. These show Scots tackling climate change issues like food waste in the style of famous action movies like Mission Impossible, with the slogan: “Saving the world isn’t just for the movies”.

The campaign comes as Sainsbury’s publishes new research that reveals the public wildly underestimate the amount of food they throw away. The YouGov poll found that 81% of British families think they throw away less than £30 of food a month. The real figure is estimated to be £58.30, and is equivalent to 44 meals.