Every year, tons and tons of garbage are dumped along the roadside or in the midst of nature, making proper disposal impossible.
The data proves it: a 2022 Legambiente study aimed at identifying the most abandoned products in cities identified cigarette butts as the top offender, representing 42.2% of the collected waste (13,483 out of 31,961 total), followed by bottle caps, cans, pieces of paper and plastic, glass bottles, and bottle fragments, as well as potato chip bags, sweets, and candies.
The situation doesn't improve when we shift to the seaside. In a study conducted this year, a staggering 961 pieces of litter were detected per 100 meters of beach, of which 72.5% was composed of plastic, immediately followed by cigarette butts.
In order to raise awareness on this issue, we teamed up with Gruppo Iren during the European Week for Waste Reduction (EWWR). Thus, "Abbandoni" was born, the information campaign we conceived to counter the phenomenon of waste abandonment. The adopted Videostrategy® was intentionally focused on a tool we consider fundamental to draw attention and actively engage viewers: irony. With this journey, we entered the plots of a fantasy world, reinterpreting three scenes from the most iconic fairy tales: Rapunzel, Sleeping Beauty in the Woods, and Aladdin. The conclusion of all three stories is different, sending a concise and clear message: we would truly live in a fairy tale world if everyone disposed of waste responsibly.
We didn't stop there: the three protagonists of the campaign later performed live in a theatrical play. The live performance video delighted children and students in the streets of downtown Parma.
Credits:
Image article/photo 1: Gruppo Iren
Photo 2: Amiat Gruppo Iren
Partner of
Corso Italia 8 Milano 20122
+39 02 7788871
P.IVA 08275460965
