In the paper, even in the Susa Valley!

by Alessandro Ferrua

“In the paper!” is the answer to a frequently asked question: “Where can I throw packaging in Tetra Pak?”. This is the message for the Susa Valley (North-West Alps) so that the packaging of the Swedish multinational could be thrown in the waste paper bin. In fact, following the common sense, a packaging composed of paper, aluminum and polyethylene is not immediately assigned to a bin, because there are three different materials. The simple answer “In the paper” is a very effective communication strategy because of the questions in our head when we have to throw away as waste an object more complex than usual.

The campaign, launched on June 24 by Acsel, Comieco and Tetra Pak, was created by E.R.I.C.A. Soc. Coop. and aims, through a simple and direct message, to awaken the population and show that to differentiate also this type of waste doesn’t cost any effort and can reduce significantly the waste for the undifferentiated collection. In this way, the three materials of the packaging can be sent to recycling and it’s possible to reduce the impacts caused by both the production and the product when becomes waste.

The communication campaign involves 37 municipalities in the Susa Valley and consists in radio spots on local stations, advertisements in the most important local newspapers and stands with information cards in the public offices of the Susa Valley. Furthermore, to take advantage of new communication tools, in these cases very effective, there’s also the campaign on Facebook.

To better communicate the new initiative to the citizens of the Susa Valley, information points will be placed in the most important shopping centres of the territory, since late August to September, to help solving the numerous doubts about the separation of waste and their proper conferment. At these points will also be possible to collect the eco-bags in Carta FruttaTM , produced with the recycled paper of the packaging in Tetra Pak, demonstrating the proper use of a portion of the recycled material.

«This campaign was considered of great interest - says the managing director of Acsel S.p.A., Dr. Paolo Borbon - to raise awareness not only about how to properly differentiate the new types of packaging created, but especially to pay attention also to the quality of the material that gets thrown in the bin so as to increase as much as possible the percentage of effective recovery of separated waste».