by Francesco RaseroRecycling of beverage packaging makes use of radio broadcasting too.
G.A.I.A., the society that manages waste treatment plants in the Province of Asti (Piedmont, northern Italy), has chosen to stake on this medium to promote the separate waste collection of beverage packaging together with paper and cardboard.
Adverts based on the slogan “Think of colours… colours of recycling… with Tetra Pak, Comieco and Gaia” are now broadcasting on selected radio stations, rooted in the territory. Six ads per day, for two weeks, have been homogeneously distributed all over the day, in order to catch most of possible audience (72,000 persons every day, with an average listening of 90 minutes).
«Making use of radio broadcasting to keep attention on waste issues, alternating the use of classical media (as billboard or letters), is an effective way to reach better results in separate waste collection», explained Mauro Paracchino, GAIA’s president.
The agreement between his society, Tetra Pak and Comieco (the Syndicate of paper and cardboard producers) has been signed in May 2008, when it was launched a campaign based on mailing (to 86,000 users) plus 850 posters, 15 informative points in towns and 20 in the schools, a questionnaire for students and a dedicated issue of GAIA’s newsletter.
«This campaign wants to reach people that never heard this news before, besides enforcing the conception of a well-done separate collection, if we want our waste to be recycled –concludes Paracchino- We believe that making use of several media is fundamental to reach all citizens and to make our message more incisive».
GAIA’s communication strategy is in the field of Tetra Pak Italia’s philosophy to make deals with the companies involved in territorial waste management, in order to have a close bond with territory and to utilize all communicative channels already used for institutional communication on waste issues. Furthermore, this campaign is part of Tetra Pak Italia’s campaign “Dillo a tutti” (“Say It to Everyone”), launched last year, that enforces its message by availing the positive image that partner companies have on a specific territory.
G.A.I.A., the society that manages waste treatment plants in the Province of Asti (Piedmont, northern Italy), has chosen to stake on this medium to promote the separate waste collection of beverage packaging together with paper and cardboard.
Adverts based on the slogan “Think of colours… colours of recycling… with Tetra Pak, Comieco and Gaia” are now broadcasting on selected radio stations, rooted in the territory. Six ads per day, for two weeks, have been homogeneously distributed all over the day, in order to catch most of possible audience (72,000 persons every day, with an average listening of 90 minutes).
«Making use of radio broadcasting to keep attention on waste issues, alternating the use of classical media (as billboard or letters), is an effective way to reach better results in separate waste collection», explained Mauro Paracchino, GAIA’s president.
The agreement between his society, Tetra Pak and Comieco (the Syndicate of paper and cardboard producers) has been signed in May 2008, when it was launched a campaign based on mailing (to 86,000 users) plus 850 posters, 15 informative points in towns and 20 in the schools, a questionnaire for students and a dedicated issue of GAIA’s newsletter.
«This campaign wants to reach people that never heard this news before, besides enforcing the conception of a well-done separate collection, if we want our waste to be recycled –concludes Paracchino- We believe that making use of several media is fundamental to reach all citizens and to make our message more incisive».
GAIA’s communication strategy is in the field of Tetra Pak Italia’s philosophy to make deals with the companies involved in territorial waste management, in order to have a close bond with territory and to utilize all communicative channels already used for institutional communication on waste issues. Furthermore, this campaign is part of Tetra Pak Italia’s campaign “Dillo a tutti” (“Say It to Everyone”), launched last year, that enforces its message by availing the positive image that partner companies have on a specific territory.
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