Auditel: more than 15 million of Italians involved in the EWWR

by Alessio Sciurpa

From the actions of individuals to large television audiences, the European Week for Waste Reduction (EWWR) took advantage of all communication channels to make inroads into the Italian information system and reach millions of citizens to raise awareness on the issue.
On one hand there was the net of events and local initiatives, constructed in the previous months by the Italian National Steering Committee: over four hundred the projects located throughout Italy from November 21st to 29th , that have put the Italy at the second European position only behind France. So the commitment of individuals, many of which (over two hundred) have also indicated their "preventive measures" on the bulletin board of the Italian official website www.menorifiuti.org.
Extensive media coverage also. On the network have been hundreds the web pages, dedicated to the event both nationally and in local individual appointments; over video on You Tube, spread on the major social networks, etc.. Many newspapers published press realises (from major publications such as La Repubblica, Il Corriere della Sera and La Stampa) and national radio and TV have been also involved.
Important spaces dedicated to the Week on Ambiente Italia (Environment Italy) on Rai Tre at November 21st, Chetempochefa (Rai Tre) at November 21st and 28th, Striscia la Notizia to the section “Occhio allo spreco” (“Eye to waste") at November 21st (Canale 5) Radio Rai (with Caterpillar, Inviato Speciale and Gr2), RDS Radio, and not only. According to Auditel data, the shows that have spoken about the EWWR totaled over 15 million of Italians.
Also after the end of the Week the national television channels continued to be interested in the success of this initiative; is the case of transmission “Cominciamo Bene” ("Good start"), conducted by Fabrizio Frizzi and Elsa Di Gati, that invited Roberto Cavallo, president of AICA, one of the members of the National Steering Committee, to comment the EWWR and provide practical ideas to put the bin on diet. The podcast of the broadcast is visible here.