Every year kilos and kilos of rubbish are abandoned on the side of the road or in green spaces making it impossible to correctly dispose of it and causing serious damage to the environment. To raise awareness on this issue we created the campaign “Once upon a time” that used irony and language from famous fairy tales to send a strong and clear message: we would all live in a fairytale world if we all disposed of waste responsibly. The three subjects of the campaign subsequently became part of a live show performed by a theatre company that involved passers-by on the streets in the centre of Parma.