The Intergovernmental Panel on Climate Change (IPCC) has issued a stark warning: the planet must achieve zero emissions by 2050 to avoid dire climatic consequences. Climate urgency requires substantial demand-side mitigation actions and behavioural changes, especially in major industries like food and agriculture, major global CO2 emitters. Specifically, according to the Food and Agriculture Organization of the United Nations (FAO), the livestock sector alone is responsible for 18% of all greenhouse gas (GHG) production, and the total food system accounts for one-third of total anthropogenic GHG emissions.
Policymakers often rely on Integrated Assessment Models (IAMs) to evaluate climate stabilization pathways and make informed decisions. However, these models have traditionally focused on supply-side measures. At the same time, less attention has been given to the demand side and representation of food systems due to their complexity and actor diversity.
In response to the climate urgency, the new Horizon Europe project, CHOICE, unites sixteen partners from five European countries, Colombia and South Africa, towards one goal:
to mainstream Integrated Assessment Models (IAMs) by embedding behavioural change and actor heterogeneity and increasing their outreach to citizens, communities and industrial actors in the Food, Agriculture and Land Use sectors.
A bottom-up approach to climate mitigation
To achieve its objectives, CHOICE begins with a bottom-up analysis of individual consumers and actors, understanding their behaviour and potential for change. The project harnesses these insights to consistently enhance a new generation of IAM models that accurately reflect the underlying heterogeneity, accounting for multiple representative consumers and actors.
This approach is supported by the widespread adoption of CHOICE's digital immersive tools, data storytelling, and online games designed to elicit emotional appeals and social incentives. CHOICE will use these enablers to orchestrate impactful engagement and 'green marketing' campaigns across five pilot sites in Spain, Greece, Italy, Colombia and South Africa while continuously informing global IAM models focusing on Europe.
Furthermore, CHOICE will employ established methods from behavioural science and marketing, such as Randomised Controlled Trials (RCTs), to promote specific mitigation actions, ranging from embracing plant-based diets to reducing food waste and adopting sustainable farming practices aiming to spearhead sustainable food choices starting at a pilot level and scaling up globally. The project will consistently evaluate the reactions of diverse socio-economic profiles and stakeholder groups to these incentives.
This process is further facilitated through the intuitive and insightful interfaces designed for the CHOICE IAM models and their complementary accounting tools. These enhancements strengthen the models' scenario-building capacity, improve result transparency, and ultimately enable broader integration into decision-making processes.
LIBRA's role in CHOICE
In CHOICE, LIBRA AI Technologies utilizes a variety of mediums and formats to deliver interactive, engaging data stories that can drive behaviour change, help consumers appreciate the impact of their choices (e.g. fostering consumption of low environmental footprint food) and enlighten the general audience on key environmental issues and targets (according to 1.5 oC pathways). To achieve this, the CHOICE IAMs' outcomes regarding carbon emissions, health, and biodiversity will be exploited along with an extensive range of relative studies and datasets.
In addition, the company is also responsible for the implementation of Randomised Controlled Trials and user behavioural tracking. We conduct A/B testing to measure the effectiveness of the CHOICE digital tools, namely the Eco-labelling app and the "Shrink your food waste" app, the data stories, and the online mini-game. Conversion goals will be aligned with communication and behavioural shift targets set for the CHOICE large-scale and Engagement campaigns. The user interactions will be tracked, a data warehouse with ETL pipelines will be maintained, and an interactive dashboard will be offered for real-time analysis. This ensures data-driven decision-making.
Finally, LIBRA is leading the project's communication effort through the creation and maintenance of the main communication channels and coordination of the respective partners' activities.
Launching the Journey Towards Sustainable Food Systems
In November 2023, CHOICE embarked on a transformative 3-year journey towards advancing sustainability and climate action within the food system. The consortium marked the official inauguration of project activities during a momentous two-day physical meeting held in Athens, Greece, on January 29 and 30, 2024. Hosted by the Institute of Communication and Computer Systems, the project coordinator, this event laid the foundation for a collaborative effort to drive positive change.
Representing LIBRA AI at this pivotal assembly were CEO Yannis Kopsinis, Data Visualization Analyst Stavros Stavropoulos, and Communications Manager Evi Brousta. With about 40 partner representatives present, our team played a vital role in explaining our plans and activities for the project. Emphasizing our interconnectedness with other organizations, we explored the power of collaboration in driving success.
Yannis Kopsinis outlined our approach to leverage Randomized Control Experiments for optimizing the design and effectiveness of CHOICE engagement and awareness campaigns across the project's five pilot sites. As the Work Package Leader, he also moderated the presentation of CHOICE's immersive enablers from the respective partners while he delved into the design of captivating data storytelling experiences that our company will develop for the project.
On the other hand, Evi Brousta, serving as the project communications manager, highlighted the progress made in the CHOICE brand identity development and launching of the project's digital channels. Notably, she showcased the project website and social media channels, underscoring our commitment to robust communication strategies.
The Athens meetup of the CHOICE consortium marked a significant milestone, setting the stage for collaborative efforts to drive sustainable change in the global food system.
Learn more:
CHOICE is a 36-month European project funded by the European Commission's Horizon Europe Research and Innovation Programme, with a total budget of 5 million €.
Read the following Press Release for more information about the project's main objectives and expected impact.
Stay connected with CHOICE through social media, and join our movement of climate-aware food decisions, one choice at a time: