For a recycling society in Italy and Europe

AICA (International Association for the Environmental Communication), publisher of Envi.Info, has been invited to take part in the national round-table “For a recycling society in Italy and Europe”, held on Wednesday, may 6th, in Rome.

The appointment is scheduled from 2.30 to 5.30 pm in the Conference Room of the Autorità Garante della Privacy, in Monte Citorio square number 123/a, within a day dedicated to the presentation of the yearly report by the National Waste Observatory.
In the morning, starting at 9.30 am, there will be the meeting “Advanced waste management as valorisation of Environment and Market”. To both the meetings will participate several members of Italian Governement and from national politic world, in addition to technicians, experts in economy and ecologists.
The summary of the round-table -in which AICA will be represented by its president Roberto Cavallo- will be taken by Antonio Cavaliere, president of the National Waste Observatory, and by MP Roberto Menia, delegated by the Minister of Environment and safeguard of the territory.
To have the full program visit the website www.assaica.org or contact the secretariat: phone +39-0657225637/40; fax +39-0657225671; e-mail gigli.cecilia@minambiente.it or marucci.elisabetta@minambiente.it.

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Washable diapers, why not?

by Federica Gemma

The washable nappies are a reality that is re-consolidating over time: there were into the'70s, then they‘ve been supplanted by the disposable model. Now they are back in vogue to tackle the long standing problem of waste which can not be differentiate.
Both the Province of Turin and the Province of Naples have seen in this product, improved and changed respect to the old "ciripà" model, a resource for waste reduction, by promoting and publicizing that to the new generations of parents.The initiative of the Province of Turin is called "Into the cradle + health - waste" and it has been active since 2008; the Province of Naples has began this year with the initiative "No more time to throw . Good habits to reduce waste generation: the washable diapers".
Both the campaigns are designed to promote the use of washable nappies to new parents, although with different approaches and methods.

The project of the Province of Naples, says the engineer Monica Casale of the Environmental department, was born from the collaboration with the Association "Nonsolociripà" and the website www.nonsolociripa.it. “Not having budget for more big initiatives, the assessor Giuliana Di Fiore has been interested in the initiative promoting a conference in Naples the 3 of april. The conference had as partners pediatricians, obstetrics, doctors and pharmacists and as speakers prominent representatives of these groups”.
In practice, the communication campaign has been conveyed by the conference and presented in the first instance to those who (doctors, obstetrics, etc.) have a first contact with new parents.
The messages of waste reduction, cost savings and health of the child have been passed through the channel more authoritative for the family: the doctor. “The campaign also consists in brochures and posters to be distributed to stakeholders (clinics, hospitals ..) and the environmental associations -says Casale- we created a network of retail outlets of washable nappies at the pharmacies. This list is downloadable from the website of the Province “.

The project of the Province of Turin is already well established, it has begun in 2008 on two territories, Beinasco and Chieri. Having success, it has been extended during this current year to all the municipalities into the province.
The communication campaign is based on the principle of money -off coupon to buy a kit of washable nappies, which can be obtained by contacting the provincial office. With a target so well delineated, the dissemination of news has been made by the institutional web site and by the dissemination of leaflets into the places of interest, such as hospitals, kindergartens, clinics for children.
Some partners at the local level have also taken up and amplified the campaign: AMIAT, for example, has produced and distributed their own materials.
Rather than the visibility it has been preferred to invest in the content, explain the assessor to sustainable development and environmental planning Angela Massaglia and Agata Fortunato, her spokesman: "We decided to invest most of the resources in the voucher to families, rather than in a great communication campaign involving many media on the territory removing resources to be used to purchase kit nappies”. This kit is available in different brands and types, depending on the needs of families. "This choice has a special meaning: it’s a family’s choice, not made by the Province", explain the promoters.

Different strategies, but common objective: the reduction of waste at source, from newborns. More...

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Become a climate activist with Greenpeace

by Alessio Sciurpa

"Here at Greenpeace, we're pushers of a controlled substance. It's called hope. And our new "Inspiring Action" video is dizzy with it. When we take action against environmental crimes, we also take action against despair. And there are times when inspiring other people to take action is by far the most powerful outcome that we could hope for. But we know that is not too late. This will repeat every day until December, when all the countries of the world will gather in Copenhagen to decide on new measures to combat global warming. And the fate of the Kyoto Protocol".

This is the Earth Day's message of Greenpeace, we rewrite it, thereby responding to the prayer of broadcasting on any channel that runs from Greenpeace's websites, joining us to call to become "climate activists". More...

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Can the Namazu save us from the earthquakes?

by Eleonora Anello

Earthquakes can not be expected but their devastating effects can be contained, especially through communication and information. The first step to prevent the massacres is to communicate which approach has to be taken in case of earthquake.
Japanese have understood it since many years: the anti-earthquake drills and mass propaganda implemented in a systematic manner by Japanese government are often seen by tourists as bizarre and folkloric behaviours, while on the contrary they represent the excellence in prevention and there is a "Japanese model" exported worldwide.
Large-scale information is made by using leaflets, manuals and comics; the creation of paths and clearly visible escape routes through signage and detailed planning of post-earthquake evacuations; the construction of seismically-safe structures and the distribution of survival kits in offices, homes and shops. Everyone has always at hand (pasted at the door or under the table) the famous "anti-earthquake kit" that allows to survive a few days under the rubble waiting for relief: it contains a radio, torches, gauzes, plasters, water, energy bars and a whistle to be found by rescuers.

It is known everywhere that the prevention of earthquakes is now part of Japanese culture. In all cities, for example, the prefectures have established pathways to be followed in case of emergency, indicated by a permanent marking. Citizens are organized by districts, and in case of catastrophic event, they know, without waiting for relief, the exact point where they can group together and wait for instructions.

Iconography-guide is represented by Namazu, a huge cat-fish that in Japanese mythology is able to rise earthquakes: the animal indicates the major arteries that, in the event of a disaster, will be closed to traffic and reserved to the circulation of means of assistance.

There is also a national system of warning signals, conveyed mainly by radio and TV, that is activated shortly before the expected earthquake. Finally, as far as the legislative level is concerned, in all real estate agencies there is a specific section which must explain to buyers the anti-seismic measures that equip the entire building. More...

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The show of the Earth

by Alessio Sciurpa

On 22 April Disneynature, the new Disney division dedicated to nature, in co-production with BBC, Greenlight Media and Discovery Channel, will present "Earth", a kind of reality show dedicated to the wonders of our planet told through the lives of three families of animals: polar bears, elephants and whales and their fantastic journeys across the globe.The narrator of Earth is James Earl Jones, famous voice of Darth Vader in Star Wars by George Lucas, which will lead us through actions than ever before, extreme size and impossible location to capture the most intimate moments of the most elusive creatures on the planet and wildlife, while reminding us of what is capable wonders our planet.
The spectacle of nature on the big screen is an already tried successfully by "Le peuple migrateur" of Jacques Perrin 2002 or the more recent "La marche de l'empereur” by Luc Jacquet. Moreover on the Disneynature web site a section dedicated to education, where you can download the kit and handouts to accompany the movie in class. The film comes together with the 39th edition of Earth Day, this year dedicated to the consequences resulting from climate change, which will be celebrated, as every year, Wednesday April 22 in 175 countries worldwide.

The film was also included among the events of the next G8 - Environment of Syracuse (Italy). Are precisely the climate of the central topics of the present Ministers, with the hope that the images of what the land is able to generate and to lose, will take inspiration for the UN Conference on Climate in Copenhagen on December 2009. More...

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Environment: school and communication role

by Editorial

"Environment, education, communication" is the title of the conference to be held in Milan (Centro Congressi of Corridoni Street, 16) Wednesday April 22, organized by the Province of Milan.
The morning session was moderated by Massimo Cirri and Filippo Solibello, conductor of "Caterpillar" on Radio2 (Italian national radio) and members of the AICA Scientific Committee.
The works will open at 9:30 with assistance of Cristina Melchiorri (Central environmental Resources Director of the Province of Milan) and Anna Maria Dominici (Scholastic Regional Office Director). Therefore interventions of Marco Stoll Geronimo "Three little ideas for desert consumerism and live happily", Marzia Campioni "To teach in school: the school communicates itself", Roberta De Cicco "TV in the classroom: science and Environment informing children” and Rosita Folli "It works! - Experiences of positive environmental communication". The work will be concluded in the morning by Bruna Brembilla, Assessor to Environment of the Province of Milan.
In the afternoon (14-17) there are other five in program: Cristina Melchiorri "Presentation of the Green Spot made by schools in the Province of Milan", the Editor of "TeleCannizzaro" "Television made by children: presentation of student" (ITIS Cannizzaro di Rho school), Giampaolo Roide (director of Metro) "Presentation of Generation Green", Manuela Cristaldi "Presentation of the No-logo spot Turin Film Festival and screenings of the best videos on environmental issues"; George Sancristoforo "Presentation of projects Audioscan and performance of the musicians".
"Consume more and bring new needs to satisfy: this is the imperative that moves advertising in their works - said Assessor Bruna Brembilla - the exchange of differents point of view among experts of communication, scientists, psychologists, environmental educators, teachers and leaders of mass communication, will provide insights and openings, valuable to those are engaged in an urgent and important mission: search, practice and dissemination pathways towards a life more equitable and sustainable”.
For more information please contact: Pegaso: telefono 02-77403707; fax 02-77405888; e-mail pegaso@provincia.milano.it More...

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Participation at the base of Echo Action

by Alessio Sciurpa

More than 1,700 families across Europe joined Echo Action, the European project under the program “Intelligent Energy Europe”, which has recently ended and coordinated by AGIRE (Agenzia Veneziana per l’Energia) and the Municipality of Venice, which involved many other European cities, including Berlin, London, Sintra (Portugal), Karlstad (Sweden), Bourgas (Bulgaria) and Kaunas (Lithuania).
On April 21 from 9.30 am in Venice, in the amazing setting of Palazzo Ducale, will be presented in a open meeting the project results, whose Italian partnership is composed of City of Venice, Bologna, Capannori, from Energy Agencies of Venice (AGIRE) and Lucca (ALERR), Banca Popolare Etica and MAG Venice.
An articulated and complex path, but good structured, that from October 2007, through a process of facilitation and support ,the families involved have undertaken in the first change in behavior and habits to reduce their consumption, then the implementation of solutions low cost, and finally, in the implementation of structural interventions for the achievement of which have been defined by means of subsidized financing. We spoke about it with the Director of AGIRE Edoardo Tognon and Alessio Ciacci, Assessor on the Environment, City of Capannori.

Director Tognon, can anticipate some of the achievements? Echo Action has been, from the beginning, a very ambitious project: seven countries involved, nine project cities, including Venice, London and Berlin, 154 “observers cities”, 1913 European households actively participating in working groups, 17 financial institutions and 157 companies.

The project is moving on a double track, can you explain why? Echo Action is not a “simple” project for the dissemination of this kind of culture to families. It is much more. First of all, the first track was to involve first-person families, dividing them into working groups, where the contribution of each one was of utmost importance. It is obvious that this has a value, not only in the dissemination of knowledge, but also at social level: the condominiums have finally had a chance to know each other, creating projects together, the neighbors have shared their views and their needs. The second track was set up by direct contact between the families, businesses and financial institutions. This contact was “mediated” by the city or by the local energy, which guaranteed the neutrality and impartiality. In addition, the families themselves, formed by the working groups have been able to speak with those involved in a critical, conscious of what they needed.

One of the aims of the project is a strategy for the dissemination of best practice outside the city directly involved, we want to emphasize this because unfortunately too often, this is neglected, can you explain how?
Activities in the Echo Action cities are now coming to an end. The project, however, is far from over. On April 21 will take place at Palazzo Ducale in Venice, a conference dedicated to Italian municipalities interested to becoming a “observers cities”, which will have the opportunity to receive materials and tools, produced by the project, to be able to replicate it on their territory. The final aim is to create a network of virtuous municipalities, that starting from Echo Action and through the exchange of know-how and mutual cooperation, developing projects in the promotion of energy conservation to the people, using sources of funding, national or European.

Assesor Ciacci, one of the cardinal points of the project was the dissemination of good practices respect energy savings between the families involved, have already been reported results in your town on this area?
The course was extremely positive and has seen a large and active participation, of over one hundred families in the meetings of training on issues of energy conservation and alternative energies. Besides, a great interest we have also found many housing interventions that have gone just to put into practice thanks to the thorough planning of technical experts. Many projects undertaken in recent years on reducing waste, waste energy, water consumption and to create a more sober and linked to local consumption, are feeding into our community a new culture and respect of the environment, that is always powered by excellent results in both economic and ecological terms.
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The air we breathe is not all the same

by Alessio Sciurpa

That the air we breathe is not all the same, every day we perceive through our senses, but thanks to lamiaaria.it from today in Italy as in the U.S., you have the possibility to monitor the status of the pollutants contained in the air we breathe.

A completely new in content and objectives project: to provide citizens of all 8100 municipalities in Italy, with a totally free service, the forecast for five days on air quality and both inform and sensitize citizens, so clear and understandable, on an issue that affects the daily life and which too often, is not enough perceived influence on human health. The system is based on Air Quality Index (IQA) developed by EPA, the U.S. Environmental Protection Agency. The choice in the U.S. (compared to others such as the French ATMO or the British Air Pollution Index) was suggested by the Italian National Commission for Atmospheric Pollution Emergency (CNEIA) in its document "Air pollution in Italy from fine and impact on health. "
The U.S. IQA is an index created to communicate the daily air quality, because we know what is clean or polluted the air we breathe and what health effects could result, taking into account the impact that might warn a few hours or a few days after breathing.

The site will be officially presented during a press conference scheduled in Rome, for April 16, 2009 at 11 a.m., at the Hotel Nazionale (Cinema Hall) in Piazza Montecitorio 131, which will also Attilio Poli, President of Take Air Ltd., promoters of the project. More...

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Theatre and Environmental Communications: Interview with Gabriele Vacis

by Francesco Rasero

Gabriele Vacis, 53, is a renowned Italian director, dramatist and Tv author. After graduating in Architecture, since 1982 he is in the Theatre, where introduced innovations on a national and international scale. He has been a Teacher at the “Paolo Grassi” Academy of Dramatic Arts in Milan and now teaches “Reading and oral telling” at the “Holden” School in Turin. He directed several Festivals and is director at the “Teatro Stabile” of Turin.
Recently he made his debut as film director with the movie “Uno scampolo di Paradiso”, dedicated to the town of Settimo Torinese in which he grew up: the film has been presented last year at the Torino Film Festival and will be shown Friday 27th February in Alba (Italy), within the “Aspettando Collisioni” schedule (http://www.collisioni.it/).

- Since ancient times, the Theatre worked to investigate the relationship between Man and Nature. You often chose to stage performances that addressed aspects of this complex and intricate relationship: from the famous "Vajont" with Marco Paolini, to with “Viaggiatori di pianura”, which tells of three travellers escaped from three different flood (Polesine, Tsunami and New Orleans), but also the "Zio Vanja" by A. Chekhov, with whom you opened the restored “Carignano” theatre in Turin. Is there a desire to use the Theatre as a tool for environmental communication, as well as civic education and awareness? Is it a "necessity" that Vacis, as director, feels as his own?
Sincerely, I never worked in a particular way on environment problems. Yet to reconsider, many of my shows have a strongly "ecologist" charge, starting from the old “Esercizi sulla tavola di Mendeleev” who was settled in an open space and required its own "natural places". It is not something that happens consciously, I do not think: “now I set up a ecologist show” ... I think to a story, I am fascinated by certain events and certain characters, and I want to tell them. Then I realize that such stories are concerned with environment or environmental degradation. Perhaps due to the fact that the preservation of air, earth and water -that make us live- is an important issue, perhaps the greatest issue of our times. So, in the end, I find myself writing and putting on stage "environmentalist" shows. Because to tell the present time means to tell about landscape and cities, the World in which we live.

- Does it exist, in the contemporary Theatre, at a national or international level, a "environmental" thread? Do the audience research these issues?
I do not think there is a real "thread" of environmental Theatre. The fact is that the Audience gets deep messages concerning the protection of the territory. And these issues were already present in classical Theatre: an example is "Zio Vanja" by Anton Chekhov, where one of the characters, Dr. Astrov, is a true ecologist; in the sense that, more than a century ago, had a clear awareness of land degradation, the disappearance of forests and natural habitats. Many people in the Audience, at the end of the show, came to congratulate with me for having put the emphasis on this problem, a cool problem. But I really have not done nothing, just put on stage the words that Chekhov wrote one hundred and ten years ago ...

- The relationship Man/Nature also expresses itself in the ways that Human Being occupies the territory that surrounds him: houses, roads, industries ... In other words: towns.
You have chosen to devote to the topic of the Town your first film, "Uno scampolo di Paradiso", which tells the story of where you were grown: Settimo Torinese, in outskirts of the capital of Piedmont. And in the suburbs -which are often mentioned as one of the most "dis-humanizing" examples of the superiority of Man over Nature- you are able to find "Uno scampolo di Paradiso" (a leftover of Paradise). What is the secret?
To watch and listen. Without prejudice. When I started thinking about the film, I thought of having to tell about degraded and inhuman suburbs. As a matter of fact, I remembered that place in this way. I still continue to come to Settimo Torinese, but not very frequently, because I am often away for work. Making a film about my old town was an opportunity to really look at it. And what I saw was a much less degraded situation than I recalled. When I was a child, in the Sixties, or when I was an “involved” young, in the Seventies, Settimo Torinese was a grey and violent place. It had all the potential to become one of those parisian “banlieues” that are often laid waste. But it became a quiet town, with a strong identity, maybe with a strange “pride” of being suburbs. Perhaps due to the fact that there is a dense network of solidarity structures, a strong tradition of union workers and very open-minded catholic associations; maybe there were prudent and savvy administrators, or greedy politicians... I do not know, but it can have a meaning: one of the greatest Italian writers of the Twentieth century, Primo Levi, has worked here for life... So today this place is better than many others. Anyway, in the title of the film there is also a touch of irony, because also here there are obvious problems, as everywhere. Only People did not become bad. And this is a good result these days...

- Besides being a director, Gabriele Vacis is also an architect: from here, too, you get an ability to "read" the urban signs and the dis-harmonious relationship with the territory. Do you believe that in Italy, and Europe, we need a greater awareness amongst the general public against the use, or consumption, of the land? As architect, which direction would you feel to suggest? And as artist?
An increasing awareness on environmental issues is always desirable. Also because its preservation is inextricably linked to individual behaviours. As we can denounce the great industrial discharges, which cause global warming and the resulting weather disasters, but until we not understand that these discharges are used to maintain our lifestyles level, rich and dissolute, the conditions of our environment will continue to deteriorate. However, nowadays, there is a growing willingness to consume less, to change habits and unnecessarily harmful behaviours. As architect and as artist, I feel better, rather than giving suggestions, to express two hopes. The first relates to individual behaviour: for instance I hope that people learn to use cars as little as possible, do not make the water run while shaving, turn off the light when not in a room, and so on... And that architects can build houses in order to accommodate these new behaviours. Then I hope, like many others, that the new U.S. president, Obama, continues as it has begun.

- Finally, a "technique" question: the sets by Gabriele Vacis, architect and director, have eco-friendly elements? Are (or can be) used to convey messages of environmental sustainability?

I always thought that Theatre should be "poor." In the sense that a cloth gauze effectively evokes a lake, like a bamboo cane recalls a forest. The scenes of my shows are always open, stackable, reclosable in a very short space. This means that their transport requires less resources. Furthermore, the players are travelling, as in the Theatre of the past, all on a truck ... Now I am thinking of a show illuminated only by low impact lights. But all this is for me an element of poetic, or, perhaps better, po-ethic.

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Football for waste recycling

by Francesco Rasero

"Whoever wins helps waste collection! At the Olimpico stadium like to own house!" This is the claim of the new campaign that promotes the launch of the collection at the Olympic Stadium in Rome. It will be the derby event Lazio-Roma, on April 11, to begin the initiative.
For years Madrid has been mobilized to this end, while in Italy it is the first collection in the stadiums. The campaign was made, in fact, for the football public, the claim is reminiscent of the chorus of supporters, the testimonials are their favorites: Tommaso Rocchi for Lazio and Roberto Aquilani for Roma. Maxi-billboards inside the stadium, a spot to be shown on the football match and a radio spot for the local radio station. Moreover, the collection as football is a team sport.
Indispensable partner in the success of the project is AMA Roma will give its contribution to activating some targeted services for the collection, performed after each game.

Finally, you can talk about a football that approaches the problems of society and is not always cited for sad facts of history. But deepen the topic with the communication area of CONAI:

Where did the idea of?
The initiative was born from an idea of the Italian Senate Environment Committee, strongly supported by CONI and CONAI, which had long pointed to the idea of bringing the collection within aggregation sites such as stadiums. There was a great feedback also from the sporting world, particularly Roma and Lazio teams, who immediately offered the availability of both players Rocchi and Aquilani as testimonials of the campaign, for the creation of a film that will be projected on the screen of the Olympic Stadium during the match. This kind of initiative is the first in Italy, but it can expand to other realities. The test phase will end with the match of the Champions League. The goal, however, beyond the experimental stage, is to make systematic collection inside the stadium.

How practical will take place in the initiative on Saturday?
The project provides for the packaging waste generated by the public and business sites into the stadium are separate from the involvement of “ecologic teams” and are sent to recycling through the CONAI. With regard to the collection on the sidelines, traders paper differ from non-recoverable waste, while in the entrance of the stadium will be made available to viewers two sacks, one blue for the collection of plastic packaging and a black waste collection is not recoverable. During the checking procedure for entry into the stadium, fans will have to dispose the waste in one of these bags. The refreshment inside the stadium will be equipped with tub for glass, paper bags for plastic and for the undifferentiated. In addition, the AMA will collect the organic fraction and the Rome Province has committed to promote within the stadium for the adoption of reusable or biodegradable packaging. The forecast is to collect about 75 tonnes of waste a lot.

The fans have got the message conveyed by the two players used as a testimonial?
In fact, the campaign will be presented Saturday April 11, during the derby, when formally start the initiative. The message of the spot recalls the importance of creating a common thread between the correct behavior to be kept at home and what happens when we are outside, in this case to the stadium. It is a message of civic consciousness: all of us, in fact, with a daily waste separation, give a fundamental contribution to the save environment. As we said at the press conference, the collection, such as football, is a team effort: the people are separating waste, the government has the task of making the collection and finally the CONAI closes the circle, the start to ensure recycling of packaging waste.

There are other related events?
We plan to expand the initiative to other events. CONAI particularly want to create an educational ad hoc sites for sports, especially sports schools dedicated to children.
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Adopt a kilowatt: the sun is democratic

by Eleonora Anello

“Adotta un Kilowatt” ("Adopt a Kilowatt") campaign, created in January 2007, it was launched through the blog of Marco Mariano, organic farmer of Cuneo (Piedmont - Italy), now manager of success of self-finance.
The project aims to make photovoltaic systems of medium power, financed through “crowdfunding” and revalued annually.

Marco Mariano answers to some questions.

"Adopt a Kilowatt" was born almost by chance. Tells us how?
«Yes, to be honest we did very little for the lift-off. I have enough to publish information on the initiative on my blog, “40 anni appena fatti” ("40 years just the facts"), and then on some forums area. Two months later I was contacted by Panorama for an interview and immediately after I was host of a broadcast on Rai 3».

Your communication strategy has been proved successful as evidenced by the interest that you have raised in the media. How could you reach a similar result?
«Personally, I set everything on confidence in communicating. Initially there were some meetings in the farmhouse where I live, where various people who came from the Piedmont region meet, then we have held meetings in Turin. These are the first steps. Then, to have more visibility we have formally constituted on association. So was born our non-profit organization, Solare Collettivo (Solar Collective). Today most people are participating at the initiative I have never seen personally. Only the idea has inspired confidence».

What kind of role has the network played to involve your supporters?
«We have always been found by them thanks to Internet. We put on the site all the documentation so that it was possible to make an informed choice and then I say to all those who bring me ,why I find it essential to establish a personal relationship with people. We are currently experiencing the great promotion that has been made by the transmission TV Report. We are organizing meetings to Fossano (CN – Italy) but we are prepared to go even further as long as there is a large number of people willing to listen to us. Solar Collective, however, goes to schools and meet pupils projecting video-documentary achieved by Eleonora Bet said that the birth of the initiative».
What is the new project "Adotta un KW 2” (“Adopt a KW number 2”)?
«We had to build a photovoltaic system for a shop of organic products to Fossano, but we had problems with permissions since the building is located in the historic center. So the money that we had saved from the first draft have been developed in our cooperative Rete Energie (Energy Network) created to realization and organization for profits. We are currently evaluating some projects».
Solar Collective is also active in solidarity. What are the next steps that support?
«At the moment we are concentrating on the project" Ventolone ". This is the design of a vertical axis wind with low-input technology. Our engineer is trying to achieve with material recovery to be able to export this model in developing countries, and make them independent, both economically and on energy level».

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Who "carries the bag” is eco-trendy

by Eleonora Anello

”Porta la sporta” ("Bring the bag") is the claim of the new campaign for the prevention of waste brought by the Associations of Comuni Virtuosi of Italy.
Bring the shopping bag is always "in" and buy a bag of plastic is "out". In Italian “sporta” means a bag, the large and capacious bag placed where housewives spending. So it becomes testimonial of eco-trendy style.

Focus on “Porta la Sporta” with Silvia Ricci, creator and manager of the campaign.

From such assumptions started the initiative?
«It all started in 2007 with the vision of the documentary "Message in the waves" by Rebecca Hosking, a cameraman for the BBC, which is clearly visible damage caused by the plastic, especially the bags, environments and animals that are far from us. I was shocked by the data on deaths of animals, about 100 thousand each year, resulting from the closure of the bags. For this reason we decided to turn to public administrations, local associations, voluntary groups and also individuals present on the national territory to spread the habit to always carry a reusable shopping bag over and over again, each time instead of using a plastic bag which then becomes a waste».

Such mechanisms are subject to the campaign you have designed? How do you intend to involve your target, the consumers, in action?
«Our intention is educational. We try to change a habit consolidated for years, informing the recipients about adverse consequences of their actions. We want to act on a small daily to determine major changes. This is driving people, without forcing, along a path of choice alternatives. The citizen is more willing to change harmful behavior when it can give meaning to his personal efforts, their logical place in a common design in which the objectives are clear and shared».

We saw on the website that the campaign works with the small reality and the choice to involve massive the schools and the local government seems to be winning. But one of the major stakeholders of the campaign is a great distribution, a reality from which most of the disposable bags placed on the market. How you intend to involve in your work?
«We contact us personally every responsible for supermarket, not without difficulty because these contacts most often are “armored ". We ask them what they are doing to reduce the impact of plastic on the environment and present our campaign. With the”big distribution” we try to prevent them from pass simply at the bioplastics. Action is not desirable in this sense because they do not tend to educate individuals. We propose, however, initiatives in this direction, as for the fruit and vegetable sector where the consumer is forced to choose a plastic bag. We propose instead a bag of organic cotton, which is certainly more environmentally friendly. We are satisfied that the big supermarkets are beginning to move. I think about Carrefour’s reusable bag or about Coop with detergents without box and not just».

For those who want to learn and participate actively in the initiative can be found at the site campaign a bag for every occasion.
Particularly exciting is the web section dedicated to the proposals of manufacturing: paper, creative suggestions and recommendations for the transport of objects.
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Ecopolis: a badget

by Letizia Palmisano

Was held at the new Fair of Rome, 1-3 April 2009, the first edition of Ecopolis, the international summit dedicated to the theme of cities, of which we already discussed in the previous post.

The three days saw a team of main conferences and conferences of particular interest.To open Ecopolis Alejandro Gutierrez, designer of Dongtan, first sustainable city in the world - during the conference on the presentation of the Fifth Annual Report on the Urban System sponsored by Agency for the Environment (Italy) - which has urged governments to shift from one economic system production and consumption economy, to a service provider and the service of man, environment and development (sustainable, ndr). According to Gutierrez the current economic crisis and environmental pollution can be tackled by investing today 2% of world GDP in policies for sustainability, as this would allow governments around the world save in the near future by more than 20% of GDP. Mostly attended conferences that have highlighted the progress of the italian regions of Lazio and Puglia. Diamond drills of Lazio Region - according to data released during the conference 'Energy city' - investments on renewables - with over 200 million euros earmarked for the photovoltaic micro-systems families - and the “Casa Ecologica”, the project already in 2008 (with the participation of Sviluppo Lazio and the Italian Ministry of Environment), which shows how efficient a dwelling quarter consumption of energy and emits 20% less CO2 than to a traditional house, with a saving of 3,000 euros a year.

The great strides towards environmental sustainability of the Puglia Region has been described by its President Nichi Vendola and Assessorato: best practices, soil conservation, and renewable sources have been indicated as the new content Regional Landscape Territorial Plan, by way of final approval in 2009.

The meetings were an opportunity to comment on the current Italian legislation. Specifically, on the “plane home”, from many parts as it was claimed to combat the crisis need not build yet, given the thousands of abandoned homes and offices of vacancy, but investing in energy certification and sustainability of existing buildings by one side and the other on public transport.

There was then two interesting competitions of 'sustainable architecture', resulting from the design prototype for future achievable green metropolis on a human. The first was produced by ANCAB / Legacoop and Legambiente, and has won for the feasibility costs and attention to marry the environmental sustainability of the project. The second, 'Substainab.Italy', was presented by the Italian Ministry for Heritage and Cultural Activities for the implementation of sustainable neighborhoods.

Among the visitors a lot of attention in meetings, curiosity and participation among the stands. Many information requests to companies, especially for the installation of solar panels on their homes and where to find products "eco", starting on tap detergents.

Among the institutions stand for the material requested by the citizens was that environmental information and education, especially on the proper disposal of the waste issue after hearing the case of Campania "and announced the alarm in other Italian companies, including Capital with the landfill Malagrotta already over the limit.

Moderate satisfaction for the summit by several companies. Some have considered the event as a showcase for bringing innovations in their fields and to show the feasibility of projects already implemented. But failure is not who has emphasized that the event was less than (their) expectations: companies with fewer participants and number of visitors limited.

Despite events like this allow one point of contact between the government and the business community, asking the representatives of the limits which are solutions and introduce more environmentally friendly products, there has been underlined - as most great difficulty - mistrust of Public Administration on environmental innovations alongside the problems associated with red tape and all those who come often change creates, with projects that remain suspended for months or are canceled. While greater attention has been recorded by professionals from individual citizens and the business itself which increase the need for solutions that are more in harmony with the environment for its area.

Then there is anyone who has ever pointed out that the trade fair - even though she is to offset the emissions of CO2 and in spite of the Fair, with the completion of installation of solar panels on the roof, is one of the largest pole renewable energy in the world - in itself does not reflect an example of eco virtuosity (although of recent construction, ndr) and as a defect of Ecopolis was the lack of a restaurant in line with the event offering products "organic", adjoined the use of disposable biodegradable. More...

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Waste in Naples: can “Pubblicità Progresso” be self-celebration?

by Redazione

A woman submerged by rubbish, representing the city of Naples, is cleared by some people, who symbolize the Italian government: this is the Tv ad “Napoli. Bella ieri, bella oggi, bella domani” (“Neaples. Beautiful yesterday, beautiful today, beautiful tomorrow”), sponsored by the Presidenza del Consiglio dei Ministri and Pubblicità Progresso, on air on main Italian televisions until April 11th.

As usual in Pubblicità Progresso’s adverts, the story is very simple, since it must reach a wide audience. The tone alternates different phases: there is a beginning dysphoria in black and white, then colours underline the renaissance of the city. Acting wants to emphasize the style of some actresses symbol of Naples: it is clear the reference to Sofia Loren, who recited in "Yesterday, Today, Tomorrow," move to which the claim is referred.

Whatever the artistic staging, this advert has roused much controversy about the content and messages it conveys. According to its detractors, in fact, it does not educate Neapolitans to separate waste collection, omits the major damages caused to the environment and the citizens’ health, celebrates the external beauty as a value and, finally, it offends the women and the city itself.

“Pubblicità Progresso” defends itself through its president Alberto Contri: «We see with regret that there isn’t any word on the excellent work we made, nor about the quality of an advert that distances considerably from usual communication, a little rhetoric, and that -invites citizens and visitors to cooperate».
This analysis does not examine the problem of how this ad portrays the woman, that is scorned, according to Valeria Valente, municipal concullor to equal opportunities of the City of Naples. For her, in fact, this kind of advertising affects the dignity of women and has to be considered «an insult to women, as well as a 'revival' of Naples as a 'city of the waste». The Italian Women's Union (Udi) has also issued an alert to the IAP (Institute of Advertising Practice) as the spot would violate certain articles of the Code of Conduct: defames women and Naples by comparing to waste; shows inappropriate behaviours as an answer to the seriousness of the environmental situation, and induces to lower the attention on the territorial robbery, still taking place near the town.

And the questions raised by the advert are yet more numerous. What is the message sent by Pubblicità Progresso (which by its mission addresses issues of public interest), besides that “the problem has been solved”? Is the advert really effective in terms of positive actions that it could encourage: separate waste collection, greater attention to environment and land, etc? Are there most "educational" and less "celebrative" ways to deal with this subject, maybe working with the virtuous realities working in this area?

Meanwhile the ad is whooping up on You Tube ... even if the surfers prefer the funny version of "You blob", which is leading the click ranking.
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Viva la velorution

by Eleonora Anello

A network on wheels, or the environmental communication transmitted by a vehicle. This is the initiative that the spontaneous movement Critical Mass, born in San Francisco in 1992, has been continueing for over ten years.

«The critical mass is a bike rally that, by exploiting the power of the number (mass), invades the streets normally used by car traffic. If the cycling mass is sufficient (i.e. critical), the car traffic is blocked even on highways».

A main web site collects the sites of critical mass worldwide. People who meet monthly or weekly and take a ride in the streets of the city to demonstrate that a different mobility is possible. But not only that. There are those who pedal to get back public spaces, there are those who do it to reduce CO2 emissions and those who oppose the monopoly of oil and of all that it entails. Who do it just for the sake of fun and to see the faces of astonished people for their long passage or to see the angry faces of the motorists. In short, a decentralized structure without a distinguishable top and without a route, a group of people with different lifestyles and different goals.

Once they met with the appointment of mouth, involving the local radios and hoping that other cyclists join the parade, then the movement has refined its viral campaign made on the road. Flyers and leaflets have created the "xerocrazia", the democracy that promotes photocopies of personal initiative. Flyers are used not only to promote the ride but they are also distributed to the "victims” during the action to illustrate the aim of their action, their message. With the advent of printers of the latest generation Critical Mass flyer goes to the most eye-catching graphics, an efficient, economical and of great impact tool.

Then, over time, spread the stickers downloaded from the web to print and to stick in strategic points of the city like poles, racks and bicycle shops.
Today in e-shop you can also download prints for t-shirts and postcards to send to your friends. If the people of the early online cyclists seemed very different from what we met on the road, just take a look at the forum and blog today to see that this inequality exists no longer.

Critical Mass with its spontaneity and its organization has made bike the main communication tool: it was sufficient a reflective plate. More...

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