The Biorepack Consortium asked Connexia to focus its 2024 communication on educating citizens about increasingly high-quality household wet waste collection. In fact, some surveys carried out between the end of 2023 and the beginning of 2024 have shown that Italian citizens, have increased yes their awareness on the topic of compostable bioplastics and the importance of the quality of wet waste, but-despite everything-many still continue to include unsuitable materials, including metals and plastics, in their wet waste collection, compromising the subsequent generation of compost.

Connexia created the format “What do I put in the compost bin?” consisting of: 3 15“ video TV spots, a 15‘’ video cinema spot, a 30” radio spot and a print creative called “I Buttadentro.” The campaign, which was also dedicated to the incorrect placing of non-compliant material in the organic bin, was carried in the main national media. The new communication format was an opportunity to position Biorepack not only as the National Consortium for Organic Recycling of Compostable Bioplastic Packaging, but in fact also as the main reference for wet waste collection.

Creativity, Video Production, Media Strategy & Delivery, Campaign Tracking