Reborn Conai’s spot

by Eleonora Anello



Informing the citizen because the separate waste collection depends on his behaviours. This is the objective of the campaign relaunched by Conai (National Packaging Consortium) “Da cosa rinasce cosa”, “Nothing comes from nothing”, advertising slogan that refers to the known law of Lavoisier, so nothing is created, nothing is destroyed: simply changes its form.

Aired for the first time in 2009, during the National Recycling Week (13-18 November), an innovative Web & street events directly from Conai, where actions on the territory in some Italian cities have been married to a strong web presence, the success and the popularity of this commercial made it to return to the small screen. So since this April, 11th and for three weeks back on air a familiar spot, recognizable from its jingle that conveys a strong and positive message. Thanks to its chorality and the varied, expressive and communicative casting, the spot is set in the nursery of the “Department rebirth” where nurses don’t care for newborns, but the “re-born”: coffeepot, hanger, vases, that have seen the light thanks to the recycled material. That's easily explained the importance of recycling. It seems that the Italians did not have to be done away.

In these days Conai, old Aica’s member, presented its annual budget. Despite the period of severe crisis that saw increase the costs and decreased the revenues for the Consortium and has reduced the consumption of individuals; the willingness and the number of containers destined for recycling bins have increased. «In the 2009 budget, the total recovery, the result of the amount of packaging waste brought to recycling and energy recovery, reaching 72.3% of the consumption - said the Conai press office- the equivalent to 7,762,000 tonnes recovered at 10,742,000. The Conai system, even in an economic downturn, registered a growth of overall recovery of + 3.75 percentage points over the previous year».

The increase in waste for recycling has affected all areas of Italy and is most evident in the South, although the gap between North and South, quantitative results in terms of per capita, remains and is still significant (in the North are collected and sent to recycling 89 kg of waste for inhabitant for year, while the Centre 52 kg and the South 37 kg for inhabitant). «In 2009 Conai confirmed to be an efficient system- says the President Piero Perron- because, even in a critical period, managed to achieve their goals. Its role, it was instrumental in supporting recycling activities at the national level, ensuring the smooth withdrawal and starts to recycle all packaging waste delivered by the municipalities and, with it, the results of the six overall recoveries of packaging materials».

The campaign relaunch, consistent with the institutional role of the consortium, aims to promote the culture of recycling and focusing the public attention on this issue and the results achieved to date.