Ecopolis: rethinking the future of metropolitan areas in a sustainable way

by Alessio Sciurpa

From 1st to 3rd of April, the Fair of Rome will host Ecopolis, international summit on the metropolitan areas sustainability, sponsored by Chamber of Commerce and Fair of Rome, under the High Patronage of the President of the Italian Republic.

The appointment follows on from a simple consideration: for the first time in history more than half of world population lives in urban areas and it is estimated that in 2030 nearly 5 billion people will live in cities.Urban environment is therefore, indisputably, the living environment of Man and assumes the role of real laboratory for the pursuit of sustainability. Every city is now experimenting new ways to manage public goods and questions of public interest (water saving, waste management, air safety, etc..), but only by sharing knowledge and experience exchanges, it will be possible to start a new course and a shared strategy to preserve and improve the quality of life, promoting sustainable development. From these principles arose Ecopolis, which aims to integrate the information on migration flows towards the urban areas, with an interest in renewing the debate on the 'ideal city' of today and tomorrow: not just a philosophical concept, but a set of answers and innovative solutions to current problems.

Ecopolis is divided in seven thematic areas : energy, waste, mobility, water, urban nature, urban design, environmental health. In addition to these, identified from the Green City Declaration (World Environment Day - San Francisco 2005), there is the governance, cross-section but decisive, considering the role of Strategic Planning of large Metropolitan areas. The full program of the event is on the official website.

It is also Interesting the approach to the event, considering the proliferation of event-related environmental issues: «Before launching this new event - the organizers explain - we have achieved a benchmarking of over 250 international trade fairs and events dedicated to sustainability issues. There are certainly many valid appointments in this sector all over the world, but focusing on individual issues; Ecopolis is the first European event which sets the ambitious aim to accommodate in a single event companies from different sectors of sustainability, through the 'fil rouge' of cities’ environmental management». More...

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Environmental communication in our mailbox

by Eleonora Anello e Francesco Rasero

Sometimes we receive e-mails from friends or acquaintances, with the request to forward them again. Some organizations have elected this web-based "Word of Mouth" as their communication strategy, which in most cases becomes effective thanks to the reliability of the sender (which acts as a virtual "gatekeeper") and the versatility of the instrument of multimedia presentations.

In 2007 the south-american organization GIA (Grupo de Impacto Ambiental), with the slogan "Reduce, reuse, recycle ...", made a presentation using several slides depicting some of the works of the Us photographer Chris Jordan and send it via email to “friends”. Two years later, the message has not yet ceased to travel around the world. This is a viral campaign produced at no cost that travels in millions of email accounts and each receiver exponentially multiplies the number of receivers.

The images of the presentation are part of the work by the American artist dedicated to environmental issues. "Running the Numbers" (2006-2009) focuses on contemporary consumerism and its huge waste production. To raise awareness, the artist publishes the first series of photographs named "An American Self Portrait", which reveals the numeric quantity of waste produced by his compatriots. In 2008 Jordan broadens his perspective and publishes the first edition of "Portraits of global mass culture" which portrays the same phenomena but on a global scale. The photographer claims to feel dismayed by the amount of waste produced nowadays in the world and with his works hopes to raise questions about the roles and responsibilities of individuals within our society.

The GIA has chosen Jordan’s work because it believes that people today are accustomed to sterile statistics and numerical communication of serious and important phenomena does not hurts anymore human consciousness. So, the “Power Point” presentation, collecting photos by the American artist, is designed to involve the user, inviting him to guess what lies behind the images appearing in full screen. As you go into detail you will see the "truth", what really the photos are made up: 426 thousands of mobile phones thrown every day, or 170 thousand batteries produced every 15 minutes or even 60 thousand plastic bags thrown away every five seconds or two million plastic bottles than every five minutes ends in landfills only in the United States.

The artistic image is then adopted as a means of environmental communication capable of entering into empathy with people, unlike the cold numbers that nowadays leave the recipient almost indifferent. Those who Jordan defines “the horrors of our time", thanks to the GIA have reached millions of mailboxes, with the intent to bring light on waste production issues and to spread the culture of recycling.
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The Billion Tree Campaign: donate a tree for love

by Eleonora Anello and Alessio Sciurpa

Last Valentine's Day was an opportunity to revive the commitment of the “Plant for the planet” campaign. To the lovers of the world was asked to add to their gesture of love, a gesture of love for the whole planet by donating a tree.

The project Plant for the Planet, which is linked to the Billion Tree campaign, launched in November 2006 during the UN Conference on Climate Change in Nairobi, had as main objective the planting of a billion trees. To date, the campaign, under the patronage of Wangari Maathai, Nobel Prize in 2004 and the Foundation Prince Albert II of Monaco, made it possible to plant 2.6 million trees in 165 countries around the world. Today it is estimated that by the end of 2009 will be planted around 7 billion.

From the official website you can download all the material related to the campaign: video, documentaries, songs, publications, e-book, guide the planting and care of trees and a children's book product from UNEP. Almost all the material was created in 2007 when the campaign started. The online bulletin board, where visitors can exchange their point of views and discuss initiatives on technical issues related to tree planting, networking, and the organization of initiatives, stops at 2 years ago.

The campaign has not only ecological purposes. Climate change also hurt affected countries from the economically side and supported reforestation led also want to be a key to the economic revival of developing countries. In this regard, Achim Steiner, Executive Director of UNEP said «The goods and services provided by forests are worth billions of dollars to the global economy. They range from products and services related to water supply, stabilizing the soil, conservation of biodiversity, tourism, industry related to natural medicine. Forests are not both important from the natural and economical point of view».

In regards of what promoters call "Phase II", the online campaign gives way to the testimonials, in conferences, statements that incite to action, strategy proved successful as easy to deduce from the results achieved without too much outcry More...

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The Age of Stupid

By Alessio Sciurpa

Fifty years in the future, a senior archivist who lives alone in the devastated world of 2055, looking at old footage from 2008 and asking: why didn’t we stop climate change when we had the chance?

On the eve of the film world premiere in England of "The Age of stupid" and after the presentation in London on March 15, are held in a completely solar powered site, could not devote a few lines to what is about to emerge, as the best ecological character film of all time, at least in expectation, to match and surpass the success of "An Inconvenient truth" which earned the Nobel Prize for Peace in 2007 to Al Gore.
The ingredients are all there, the kind in the balance between fiction, documentary and animation, the story that touches the daily experiential through the stories of six characters whose lives are affected for better or for worse by global warming, the narrator Pete Postlethwaite ( "The Duelists" by Ridley Scott, "Hamlet" by Franco Zeffirelli, "The last of the Mohican," "Alien," "In the name of the Father," "Amistad" by Steven Spielberg ) who plays the elderly archivist, through whose eyes and behind a technological interface, witnessing the exaltation of human stupidity.

The film tells three stories also interesting:

- The low impact production: according to official site, in three years the 105 members of the crew delivered 94,270 kg of carbon dioxide, that are the foot print of 8 Brithis in 1 year.

- That the completion of the film through the “crowdfunding ", the model of collective fund raising that is the collection of money among an audience of supporters, for the support of important initiatives. The budget of 450,000 pounds of film was collected by selling "shares" of the film to 250 investors and 105 members of the crew team.

- The "NOT STUPID" campaign, which should start after the release of the film and we will certainly speak about.

Stay tuned.
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Act on CO2

by Eleonora Anello and Alessio Sciurpa

It's called "ACT ON CO2" the campaign in which the British Government is committed since 2007, with the aim of helping people to save both energy and money, offering at the same time a greater awareness of environmental impact, starting fro the emissions of carbon dioxide. This is an intergovernmental initiative that involves the Department of Energy and Climate Changes (DECC), the Department for Transport (DFT) and the Department for Communities and Local Government (DCLG) of British Government.

The claim of the campaign "Save money, save energy" immediately highlights the arguments of the campaign, focusing on the economic stimulus.
“ACT ON CO2” takes into account every area of people's lives and suggests how to behave in an environmentally friendly way at home, when travelling and when shopping. The narration has a great effect, thanks to the representation of everyday life that encourages the identification of target groups; it focuses on the efforts of a father who, facing with exorbitant amounts of his bills, tries to change his family’s habits. The message aims at convincing people that saving energy (and money) is a good bargain and can also reduce CO2 emissions that harm our planet.

The campaign, in addition to involving several institutional organizations, takes advantage of all traditional media: it is in fact composed by a series of TV, radio and the press adverts. The website is the container of all the ads and also the relational tool with whom the campaign interacts with its target and becomes the measure of its success.
There are several interactive tools, like a hotline for free advice on energy saving (feature that usually concernes institutional campaigns and instruments of customer service), a newsletter and information to help citizens in adopting a behaviour in accord to environment.
Most impressive tool is the ACT ON CO2 calculator, which calculates the volume of British emissions: just answering to some questions, in ten minutes it can quantify in a precise manner a sort of “pollution index”. The test is divided into three parts: home, transport and household appliances. A few simple steps and a smart graphic interface help surfers to save money.

The style of the campaign and the singularity of the issue also helped to implement a wide section of feedbacks: evidences from people who have already changed their habits and who communicate their satisfaction and their results; users who share tips and experiences to save energy. In addition, many spots have been distributed by ordinary citizens through their You Tube account.
There are also lots of interactive tools on the website, quick guides for cutting harmful emissions, information on climate change and links to external websites, dealing with the dissemination of CO2-issues through movies, videos, magazines and other publications. More...

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Romania launches the “EcoWeb” project

by Alessio Sciurpa

Romanian National Agency for Environmental Protection (ANPM), in collaboration with Peace Corps and USAID Romania, announced the official launch of the project “EcoWeb”, to promote activities in environmental education for Romanian schools and strengthen the collaboration between government agencies, schools and NGOs on the national territory.

«A clean and healthy environment depends on the behaviour and consciousness of each one of us. EcoWeb project will give young people lessons on environmental protection and allow the growth of a new generation made of responsible citizens» said ANPM president, Mihail Facă.

EcoWeb also aims at creating a national database on environmental education, which will highlight the involvement of all subjects. All contributions sent before April 17th regarding draft classes for schools will be published as materials on the website. Those who will send more than five projects will be included as a "Project Partners". EcoWeb will be visible to the public by May 2009.

«Putting together the resources and experiences from different stakeholders will make available to all concerned the whole materials about environmental education, emphasizing the contribution of schools, NGOs and all persons involved», said Ken Goodson, director of Peace Corps Romania.

The participation and the creation of a national network are the basis of the project, which aims to strengthen existing relationships.
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G.A.I.A. chooses radio broadcasting to communicate recycle

by Francesco Rasero

Recycling 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.

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It's time to Earth Hour

by Eleonora Anello

It’s time again to Earth Hour, global initiative launched by WWF to drive attention on climate changes. The date is Saturday 28th March 2009 at 8.30 p.m. for each time zone: to oppose to global warming and to put pressure on institutions... just turn off the light!

The first global click has been organized in 2007 in Sydney (Australia), joined by 2.2 million people. Houses, roads and shops were unlighted. The following year the act was expanded to 370 cities in 32 different countries.
This year the goal is to involve a billion of people and more than 1,000 cities. Los Angeles, Las Vegas, London, Hong Kong, Sydney, Moscow, Lisbon, Manila, Singapore, Istanbul, Mexico City, Toronto, Dubai and many others cities will turn off the lights of their monuments and symbol-places.
The so-called "great ola", will be filmed from space by the Italian Space Agency (ASI), in collaboration with ESA (European Space Agency).
Each city is responsible for its promotional and communication campaign.

Campaign’s testimonials come from different sectors. Many Nobel prizes are due to participate: from Rita Levi Montalcini to the Archbishop Desmond Tutu. Even scientists as Margherita Hack and football champions like Francesco Totti lend their image to environment protection.

Private companies were also invited to participate in the event: they can announce their membership to Earth Hour by downloading a special double-function banner, created to providing visibility and bringing greater appeal to companies.

The promotional campaign runs in the WWF’s global network, which for the occasion has established teams in more than 30 countries all over the world. The promotion travels mainly on the Net: on You Tube there is the official video but especially lots of homemade videos created and directed also by children. Great participation on social networks, first of all Facebook.
But great expectations are related to Shephard Fairey, the American street artist who supported Obama’s campaign with his artwork, and will be editing the launch.

Feature characteristic of this campaign is the self-initiative. Activists are given the option to download the promotional materials (posters, stickers, prints for t-shirt, and also tools for their mobile). Anyone can therefore spread the message, especially through technologies. The organizers, for example, invite all bloggers to spread the information to participate at the action.

To take part, it is necessary to sign up on-line and… remember to turn offlight. More...

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Reggio Emilia: a “Kyoto Town”?

by Francesco Rasero

Can a town become a “Kyoto Town”, by setting up a new model of Energy production, both environmentally and economically substainable?
The Municipality of Reggio Emilia (Italy) has arranged a seminar –scheduled on Thursday 26th February, from 10.30 AM to 1.30 PM, at the Conference Hall of the Fiera di Reggio Emilia in Mancasale (RE), via Filangieri 15- to analyse the effectiveness of its projects on these themes: from the “Energetic Plan” to the local projects about Energy saving, renewable sources and environmental education.
In order to achieve Kyoto’s goals, the Municipality has committed itself to reduce CO2 emissions by 326,000 tons/year, thanks to a strategy also aimed to self-sufficiency.
The seminar is opened by the town councillors Pinuccia Montanari and Ugo Ferrari, the district councillor Alfredo Gennari, the Director of Enia Reggio Emilia Nino Simonazzi and the essayist Maurizio Pallante. Then statements by Giacomo Bizzarri (“The Energetic Plan”), Emiliano Zanichelli (“The Informaenergia desk of the Municipality of Reggio Emilia”), Tullio Paterlini (“The Energy services provided by the Municipality”), Alex Lambruschi (“Progresses of Ecoabita project and energetic planning”), Giovanni Ferrari (“LAKS project: Local Accountability for Kyoto Goals”), Karl-Ludwig Schibel (“The Eco2Regio_IT project”) and Luca Savigni (“Air Fund”). Final conclusions by the County environmental councillor, Lino Zanichelli.
More information on the website www.municipio.re.it/energia or by calling the number (+39) 0522-456566.

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Casa sostenibile casa: an integrated pathway to discuss green building

by Eleonora Anello

"Casa sostenibile casa" (“Home sustainable home”): this is the name of a project, sponsored by the Municipality of Urbania (Italy), aimed to share town-planning solutions that can improve cities environment (according to the new directives issued by the European Parliament). The project started in September 2007, with an expo dedicated to “eco-sustainable housing", then repeated every two years. According to organizers, "Casa sostenibile casa" «acts as a strong support to the advancement of a town-planning program operating in the present while thinking to "future town"». As a matter of fact, it is a tool of training, information and participation that focuses on spreading sustainable town-planning, particularly as far as quality of living, respect for environmental values and requalification are concerned.

Promotional stuff of the environmental campaign "Casa sostenibile casa” is easily recognizable, thanks to the evocative image that has become the icon of all related events. Not only posters and brochures: kits for saving water and energy-saving light bulbs have also been distributed to the participants of the conferences.
For the mayor Luca Bellocchi the environmental purposes fuse with the consciousness of the educational function of public communication. «The project, in addition to the purely technical aspects, aims to a new culture of living and building –he asserts- in our times, when materiality of everyday life dominates everything, the cultural orientation given by a government plays an undeniable role and must be exercised in all spheres of Community’s social life».

Another purpose of the initiative is to involve academic and professionals sectors to organize events that spread the culture of green building.

The next date is Saturday 21st March 2009 at 9.45 in Urbania, for the eighth conference session entitled "Towards urban requalification". After the greetings by the mayor and the introduction by architect Luca Storoni (president of the provincial executive of the Architects and manager of the Muncipality of Urbania), speakers will be architect Aldo Loris Rossi, design professor at the University "Federico II" of Naples, and engineer Alberto Corliano, town-planning professor at the University of Bologna. The moderator will be engineer Mauro Moretti (Municipality of Pesaro).

Town councilor Gianni Talozzi shows satisfaction: «the diffusion of green building practices is, for our territory, a tool to get out of the economic crisis, already announced few years ago, when we decided to launch this project. So we aspire to develop town-planning tools and to update the professional structures and the companies by taking advantage of high-level experts».

For all information about the upcoming conference, it is possible to browse the official program.

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Bica Awards 2009: Federambiente’s best environmental communication campaigns

by Eleonora Anello

Twenty-two companies, fifty environmental communication campaigns in the challenge. Yesterday, the final day of Bica 2009 (International Biennial of Environmental Communication) sponsored by Federambiente, were awarded prizes for the best campaigns at the presence of Angelo Alessandri (chairman of Environment Committee of the Italian Chamber of Deputies), Fabio De Lillo, (Environmental Policies councillor – Municipality of Rome) and Daniele Fortini, president of Federambiente.

«For the “imaginative metaphor spirit” and for the clarity and effectiveness with which the message was given» the first prize was awarded to Acta SpA with the campaign “The right time to break the boxes" dedicated to the collection of paper, which aims to raise awareness on citizens and traders on when to deposit paper and cardboard waste into the appropriate boxes. The message passed through traditional channels (billboards, paper ads and radio adverts) and the distribution of gadgets, as a printed pencil box carrying ways and times of collection.

Two members of AICA are among the winners. In the category "Companies and collective subjects" the winner is GAIA Spa, with the "Il compost un respiro di sollievo per la nostra terra” campaign, aimed to raise awareness on using compost in agriculture. In the category "Company vehicles and equipment”, instead, rose on the top step of the podium Amiat Spa with the" “Metti in ordine i tuoi rifiuti: differenziare fa la differenza” campaign, designed for the Salone del Gusto 2008, which had a positive impact on reducing the environmental impact of the event and inform citizens, visitors and exhibitors about waste collection and recycling.

Other prizes were also awarded in these categories: "Advertising", "Schools’ World", "Involvement of Citizens" and "Internal Communication".
The winners and all the campaigns are available on the official site of BICA 2009

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Florence promotes bicycle as a public transport

by Eleonora Anello and Francesco Rasero

On-air until mid-May the new campaign of the City of Florence to raise awareness of sustainable mobility by encouraging the use of bicycle travel in urban areas.
"Più bici più baci" (“More Bicycle More Kisses”) and "Esci dalla scatola" (“Get Out of the Box”) are the two claims of the campaign, designed and coordinated internally, which makes use of traditional media (20 thousand brochures, 5 thousand stickers and billboards all over the city, with three hundred of posters 6x3 and banners) plus an innovative and widespread vector: the tickets of the municipal transport company.

Glimpses of yesterday and today Florence (where the bike is always protagonist), accompanied by the pay-off "Florence is cycle”, are going to be reproduced on 500 thousand bus tickets, to reach multiple targets: residents, tourists and commuters.
Along with this, the Municipality has placed a bike-sharing service at their disposal, with free maps of the cycle-ways today available in the Tuscany capital (more than 63 kilometres).

What urged the Municipality of Florence to make this campaign? «We had two objectives:, to reduce pollution, traffic and journey times, making the city more noiseless and liveable -promoters explain- And also to create the image of a City in step with the times, following the virtuous example of other international metropolises».

So the environmental communication becomes also a medium of promoting the city, with the aim of making Florence on the same rank of Paris (with the example of Velib), London or Barcelona (with the Bicing, become an integral part of the urban public transport network), all European cities that have been investing for years on bike-sharing and "two wheels" mobility.

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Critical Consumption Fair: involving to communicate

by Eleonora Anello

Participation as a tool to communicate sustainable lifestyles: this is the key of the sixth edition of “Fa’ la cosa giusta”, critical consumption fair organized in Milan from 13th to 15 March 2009, with 500 stalls and about fifty conventions, meetings and focuses.

Starting from the slogan “Consumare meglio, consumare meno” (“Consume less, consume better”), addressed to the big audience of consumers, the aim is to better last year’s results, with 40,000 visitors, more than 450 exhibitors, 400 accredited journalists and a thousand of students.

The happening covers several sectors: from clothing to furnishing, from beauty and body-care preparations to sustainable tourism and free software. Everything realized from an “ecological” viewpoint. One of the main sections is dedicated to bio-building, but the attention is also turned on children, with specific laboratories, meetings, stalls, biological snacks and babysitting. On this theme, the magazine for kid “Milo” made a special comic-strip story, downloadable from the official website.
To promote the Fair, organized by the association “Terre di mezzo”, many media partners have been involved (the monthly review “Internazionale”, the promotional postcards network “Promocard”, the interactive Tv channel “Music Box”, radios, the social news agency “Redattore Sociale” and magazines about all sectors covered by the Fair) as many digital channels, starting from social networks. The happening has also been mentioned during Italian national Tv news and programmes.

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Coen Brothers directed the new advert of the “Reality” campaign

by Alessio Sciurpa


“Clean Coal Clean - Air Freshener”, now running on broadcast and online US media, is the first in a series of ads directed for the Reality campaign by Academy-Award winning filmmakers Coen Brothers, directors of movies like "Arizona Junior", "Fargo", "The Big Lebowsky", "No country for old man" and "Burn After Reading".

The advert begins with a woman spraying her home with a scented air freshener. A typical product pitchman enters the living room and asks: “Is regular clean, clean enough for your family? Not when you can have Clean Coal Clean!” The rest can be found out by yourselves…

The “Reality” Campaign is sponsored by the “Reality Coalition”, a joint project of the Alliance for Climate Protection, League of Conservation Voters, Natural Resources Defence Council, National Wildlife Federation and Sierra Club.
Launched last December with a multi-million dollar national advertising campaign, the Reality Coalition has formed to tell a simple truth: in reality there is no such thing as “clean” coal.
So, as the US enter a critical step of the debate about clean energy, the Reality Coalition is continuing its efforts to debunk the myth of “clean coal”, also by using tv and web ads.

The campaign aims to tell the truth about coal with a simple claim: “A Little Bird Told Me: it isn't Clean!”

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A mobile phone game teaches to recycle

by Francesco Rasero

A mobile phone game as a tool for boosting the separate waste collection, involving a young target, able to interact with innovative technologies.
This new tool has been added to the “Starve your bin” campaign, promoted by Recycle for London, in the middle of February «downloads were more than 900 since launch, in just one week», states Jonathan Edwards, press officer of the Mayor of London, which supported the initiative in order to increase the separate waste collection in the British Capital (now stuck at about 20%).
«This campaign is using innovative technologies to encourage Londoners to think before they throw away their rubbish and to feed their recycling habit instead –affirm the promoters- Meeting the digital generation, we put the recycling message directly into people’s hands with a mobile phone game. This is the first time that such technology has been used for a public sector campaign».
The software challenges the user to starve its hungry ‘evil bin’ by catching all recyclable materials in a green recycling box before the bin can eat them. Players score points for every item caught, but if the evil bin eats three items which should be recycled it’s “game over”.
This mobile phone game works on the majority of the most popular internet ready mobile phones in circulation, except BlackBerries.
Londoners can download the game by texting “BIN” to 62967 or directly from the campaign’s website; iPhone users can download it from the Apple Store on iTunes. All users can then forward the game to friends and also download ringtones and mobile wallpaper.
Boris Johnson, Mayor of London and Chair of the London Waste and Recycling Board said: «I am very excited that the new Recycle for London campaign is using innovative technologies to boost recycling and my message is to starve your bins and recycle, recycle, recycle».
For the first time, the Recycle for London campaign will feature in TV adverts, based on the adventures of “Alistair vs the Evil Bin” and also spread on the Net (starting from You Tube), in addition to more “traditional” media: radio, press and online adverts plus bus and Tube posters.
The advertising campaign was devised by agency WCRS and planned by Mediaedge; Java software for mobile phones has been developed by Incentivated. More...

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