In April 2016, NRDC embarked on an ambitious effort to curb consumer food waste with the Save the Food campaign, a national public education campaign developed in partnership with the Ad Council. The campaign launched with the display of billboard ads in major cities and premiered a video PSA called The Extraordinary Life and Times of Strawberry. The PSA logged millions of views, and the Campaign received many requests for additional out-of-home ads for billboards and bus stops. City and state governments, universities and nonprofits are engaged in the campaign. The Save the Food campaign prompts consumers to make simple changes to reduce waste in their own homes.