Young Lions Competition
"Censor Food Waste" is the campaign by Zainab Yasseen and Mahmoud Gahallah that earned them a bronze award in the Young Lions 2025 competition, rising above 32 of the region’s top creative teams (64 creatives under 30).
"Censor Food Waste" is the campaign by Zainab Yasseen and Mahmoud Gahallah that earned them a bronze award in the Young Lions 2025 competition, rising above 32 of the region’s top creative teams (64 creatives under 30).
In just 24 hours, they tackled a provocative brief about food waste in the UAE, a country with one of the world’s highest per capita rates of food influencer content. Their response was a bold, first-of-its-kind initiative in partnership with Meta and the national NE’MA program, introducing digital censorship for food waste content.
The campaign uses content moderation, AI tools, and creator education to reshape the online food culture. Wasteful content is flagged with “Food Waste Warnings,” consumers are educated through the Food Waste Spotter’s Guide, and influencers are transformed into certified zero-waste ambassadors through a crash course.
"Censor Food Waste" reimagines the future of food entertainment by turning a digital problem into a systemic solution.
