The dissemination of the new campaign of the Catalan Government to promote the selective collection of waste started in December last year. The campaign, which has the slogan “We need you, recycle”, is aimed at people who are not yet involved in the process of selective waste collection and invites them to do so.
In the various television videos, the usual excuses are exposed: “I have no time”, “I have no space in the kitchen”, “The containers are far away” … Some reasons that are insignificant compared to the big environmental problems caused by irresponsible waste management: increase of greenhouse gas emissions, impact of marine debris and plastics of all kinds on the seas and their ecosystems, or over-exploitation of natural resources.
The management of mixed waste and the recovery of recyclable materials that have not been separated at origin require the implementation of mechanical-biological treatment facilities and entails enormous cost for the public administrations. In fact, separating waste should already be a logical and usual practice: people buy, consume, generate waste and manage it in their home space.
The new campaign, which maintains the serious and serious tone of the previous one, “React”, is entirely financed by the Integrated Management Systems (GIS) Ecoembes, the non-profit environmental organization that promotes the circular economy through the recycling of packaging, and Ecovidrio, the non-profit entity responsible for the management of the recycling of glass packaging throughout the State, with a global cost of 1.3 million euros. The campaign will be running until January 31, 2019 with various television and radio spots, print media creativity, posters on the street and broadcast through the internet and social media.