According to a survey, four out of ten Italians underestimate the damage caused by poor-quality waste collection. Communication plan to bridge the gap.

CoReVe, the national consortium for the collection, recycling, and recovery of glass packaging waste produced in Italy, will be on air from April 9 with a new integrated communication campaign. The creative idea is to make music the testimonial of the new spot. The cinematic genre used is that of a Broadway-style musical, where, to the iconic song "Tanti Auguri" by Raffaella Carrà, a visually impactful show takes place. The agency Serviceplan has developed the new communication project to promote proper glass recycling, with the aim of bridging the knowledge gap about the rules for correct glass collection.

According to a study commissioned by CoReVe and conducted by AstraRicerche on a sample of about 1500 people, even though only one in six Italians (16%) claims not to be able to carry out proper glass recycling, the situation is considerably improvable when it comes to the quality of the collection: one in two Italians, if they have any doubts about a product to be thrown or not into the glass collection, choose to throw it into the specific collection, underestimating the damage that the presence of foreign materials can represent for the entire collection. Thus, 23% admit to throwing even crystal objects into the glass, 20% throw eyeglass lenses, and 14% throw light bulbs.

The data on the mistakes made appear significant when considering that over 60% of the sample states that the rules for glass differentiation are "very clear." Moreover, only one in two Italians knows that better glass collection (in terms of quantity and quality) allows their municipality to earn more, with a positive impact on local waste taxes, and about half of Italians are unaware that glass is infinitely recyclable.

"To continue our work of informing citizens," says Gianni Scotti, President of CoReVe, "we wanted to launch a massive integrated communication campaign that can reach a younger audience playfully, which is the one that shows less knowledge of the benefits of recycling. Italy, having reached a recycling rate of 76.6% and exceeded the EU target set at 75% by 2030, is one of the most virtuous nations in Europe, but misinformation still seems to be one of the major enemies of proper collection."

"We are very happy to start our collaboration with CoReVe," says Stefania Siani, CEO & Chief Creative Officer of Serviceplan Italy, "and to contribute through communication to raise awareness among the public about the importance of respecting the few and simple rules to allow this extraordinary material to be reborn, reducing costs and emissions."

The integrated campaign includes the planning of a 20-second TVC on major television broadcasters, a 20-second radio spot, digital, and social media.

Credits:

Agency: Serviceplan Italy

CEO & Chief Creative Officer: Stefania Siani

Creative Direction: Giuliana Guizzi, Salvatore Giuliana

Art Director: Giulia Usberti Fellini

Copywriter: Monica Procida

New Business Director: Ilaria Mosca

Account Director: Chiara Antonetti

Account Junior: Gabriele Grasso

Director: Fabrizio Conte

Music: Fabio Gargiulo for Bkm

Music Editions: Sugar Music

Production Company: MAKE

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