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. More...

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Cristina Gabetti: TV, books and ... herself to promote eco-conscious behaviour

by Francesco Rasero

It was recently presented in Turin (Italy), in the hall "Punt e Mes" in Eataly, the new book “Occhio allo spreco – Consumare meno e vivere meglio” ("Eye to waste - Consume less, live better"), written by Cristina Gabetti, environmental journalists and correspondent on "Striscia la Notizia", a popular Italian tv show.

The presentation was attended, in addition to the author, also the patron of Eataly, Oscar Farinetti, and the vice-director of the newspaper "La Stampa", Massimo Gramellini, author of the preface, which emphasized as an added value of the book is «the way in which the author urges us to adapt our lifestyles to the changing world with a smile. Taking the news as an opportunity to finally be happy».

The book is a collection of reflections and suggestions for an environmentally sustainable way of life, to "save money, live a healthy life and to protect the environment", written in simple language but concise and direct, result of the experience of television author. At the end of each chapter, there is even a check-list containing small daily gestures "to watch in the office/at home/outside the home.

There is talk of environmental sustainability almost 360 degrees: from zero kilometers and seasonal products to solar panels, from waste-free shopping to the rediscovery of old recipes of his grandmother, from detergents do-it-yourself to barter and reuse, but also advice to the wider radius, such as "know your neighbours" or "cultivate your inner resources." Finally, the book incorporates some of the services aired on Canale 5 in recent months and invites for further insights through a number of "links" listed in the notes.

Strong point of "Occhio allo spreco", in addition to the approach mentioned by Gramellini, is then the author's positioning herself as a self-testimonial in support of the contents of the book. Cristina Gabetti, in fact, lives firsthand the experience citing: cultivating a small vegetable garden along with the entire family, it makes the list for spending and goes to walk in their high street, uses public transportation for most of her movements , wears clothes that have several years, of winter is in the house with the sweater and does not use the air conditioner in summer, drinking tap water, buys products on tap, is part of a Group ‘supported agriculture, etc...

After the presentation, Envi.info has exchanged a few thoughts with the author.

With the rubric of "Striscia" you brought to national attention (and, perhaps, "national-popular") the themes of environmental sustainability, starting from small everyday actions. Therefore can be the television a good teacher? Based on your experience, do you feel that it is an effective tool to communicate environmental issues to a large audience? Not run the risk of simplifying or even trivialize certain subjects?
«The society is a sum of individuals and when you bring attention to the power of individual actions and the dynamics of cause and effect-that is within the walls of the house, down the street, at work or in public-the question doesn’t change. In this light, the resonance of eco-conscious measures can be exponential. The healthy habits are effective to 360 degrees and who incorporates them into its daily who fails to behave differently depending on the circumstances in which he is. The change starts from inside and my effort, in everything I do, is to motivate people to try new paths, set lifestyles updated to the times we live. The power of TV is reaching a wide audience and, in a few minutes, every week, I can provide enough information to indicate possible paths and suggest solutions. The feedback that I receive through the site of Striscia la Notizia (by my page people click and write to me) is very encouraging: people transposes and act! Trivialize not depend on the medium but how you use it!».

How was the book "Occhio allo spreco" and what audience is it addressed? Your experience can be (in addition to the smile cited by Gramellini) the value added of the volume?
«I wrote the book for my televiewers and for those who want tips and content to set new lifestyles. It directed indiscriminately at all, because it is easy and cheerful. I am assuming that we have more time to be pessimistic: it is time to act, and experience teaches me that when the action comes in a proactive way, from a genuine desire to be in tune with their time, the path that follows becomes exciting. Positive thinking is necessary not to stop in face of obstacles, which are many. Deal with the fear of not overcoming them is much more tiring than thinking we can make the jump. Sometimes slams the nose, but that's how life is». More...

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The long battle for the climate

by Alessio Sciurpa

The long way of approaching to COP15, which opens today in Copenhagen, has seen world leaders pressed and ridiculed by so many initiatives, so that carbon dioxide emissions are reduced by 12% by 2012 and 50% by 2050 and not to lose the work done from the Earth Summit in Rio in 1992, up to the Kyoto Protocol.
And it is the Danish town that will host the summit, to be the latter scenario campaign: incoming travelers at the Copenhagen airport will be greeted by billboards with fake aged photo montages of the faces of the leader of the world, apologize for not been able to stop climate change. Although there are those who believe the summit had failed at the outset (see the recent report by John Vidal “The Guardian” - and the statements after the APEC summit in Singapore on November 15), certainly the COP15 has obtained an effect: awareness and mobilize through environmental communication campaigns and initiatives, promoted by associations, groups or individuals, the largest mass of people in history around the theme of climate change. Over again through some of the most significant campaigns approaching the COP15.

Youtube channel "Raise Your Voice": a real virtual discussion space where you can find numerous and authoritative "Call for Action".

Canadian mothers with the beautiful video "Demostration" for the campaign "moms against climate change", which uploaded over 1500 photos of their children.

The "Blog Action Day 2009", which we joined together with over 8,000 bloggers coming from 143 different countries, and we have told in this post.

Or the Greenpeace "DirtyKev”, where Kevin Rudd turns into a dirty word.

And is always Greenpeace with this ambient that let the ancinet statues of Rome talks.

"TCK TCK TCK", campaign we mentioned in our previous post, through music with the song "Beds are Burning".

We conclude the roundup with the "hope" that Copenhagen, along with over 400 thousand who signed the petition and leave a thought (myself included) can really turn into Hopenhagen.
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Crossmedia, environmental picture and climate creative

by Alessio Sciurpa

The excellence of environmental communication were awarded today in Turin (Italy). The VI edition awards ceremony of the AICA Prize was the opportunity to listen to the experience of the music band Motel Connection, their meeting with the Polytechnic of Turin and with a new ecology point of view, which have resulted in the cross-media project H.E.R.O.I.N. awarded today with the AICA Prize "Communicating with citizens improves environment. Communicating the Green Innovation ".

Robin Hammond's experience in the satellite link from South Africa, was awarded the Special Prize "Communicating the Kyoto Protocol," the photographer who has made for Panos Pictures the reportage on Tuvalu, a small island in New Zealand almost completely submerged because of the effects of climate change. But also an opportunity to explore a preview of the new project of the Open University Professor Joe Smith "Creative climate", which will be presented during the upcoming COP15 in Copenhagen and through that will explore the contributions of many actors, perceptions and communication of climate change during the next ten years, between 2010 and 2020.

A particular thanks goes to all those who have made the event possible: the City of Turin and the event sponsors Piedmont Region, Amiat and Erica soc. coop. More...

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My Green Week

by Eleonora Anello

Go Green, Green Choice, My Green Day are some of the names of the initiatives of the complex environmental program launched by the Group Deutsche Post DHL Italy in 2008 to raise awareness among its employees to respect the environment and saving energy. In November, during the European Week for Waste Reduction, the Green Day, the occasion which monthly promotes "green" activities on specific environmental issues, it was smeared on seven days dwelling on recycling. Specifically, was organized a collection of clothes and fabrics used.

Of these business choices we speak with the Press Office of DHL Italy.
In your communication strategy, is there an involvement of your employees through a bidirectional communication?
«All employees are involved in giving their contribution with ideas and collective action, leading to increased control of behaviour that generating waste in the context of work activities. Specifically, in order to achieve lasting results, it was decided to directly involve all staff through a campaign of capillary and bi-directional communication without imposing solutions from above. In May, there was the launch of the official announcement of the initiative accompanied by a guide to reducing the wastes. Between May and July, the employees of all branches have even take part in a workshop where they were directly called to find solutions to reduce consumption. No solution has been provided either ruled out a priori, but it has been the choice of shared activities. Furthermore, approximately one month from the workshop was made available to employees an e-learning course in Italian on the Go Green program, which was successfully completed of the 80% of the staff. Given the success of the June 5 of My Green Day, organized on the occasion of participation in World Environment Day, the company decided to schedule every month. Green activities taking place during this special day (some now as routine as the “Light off” and other of theme). Finally, to keep alive the dialogue will soon be an active a Green Contact management: an email address where everyone can direct their questions and opinions».

Have you noticed significant changes in lifestyle of your employees?
«The Go Green program as a whole has done a lot to talk about itself. The employees have put in place control of virtuous behaviours and mutual control for respect the action plans they themselves have set, such as the creation of posters that remember to turn off electrical devices not in use or to use the chancellery sparingly. To date, we can say that, though with some difficulty, the shift in the mindset of employees is gaining momentum, as evidenced by the visible reduction of wastage of resources that you are registering by June». More...

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Between markets and parlours: the gadgets to reduce

Eleonora Anello

Among the most successful local campaigns in the European Week for Waste Reduction, which ended Saturday November 29, 2009, those have combined the strategy of the incentive with the "natural", as the trade in organic products, are among the more features and more successful.

Between artisans products and organic foods, in Mazzini Place, in Casale Monferrato (Piedmont, Italy), in the marketplace "Il Paniere", the social cooperative SENAPE, Saturday 21, has continued the project MIMOSA (“Put on moving every shopper again”): a sewing workshop open for all to learn to create its own shopping bag with tissue recovery, with materials that were dumped in landfill.Were sewn hundreds of shopping bags that were then used not only to the “Paniere” but also to shop RiciCuci throughout the period of the Week. So, for every purchase, the consumer could get a complimentary an useful gift. We asked Mirella Ruo, a founding member of Senape, why it had chosen the gadget as an incentive: «I personally believe that the premium can be made more effective communication strategy and, although in a different way, to reward the virtuous and who it has become is useful both to achieve the goal we had set himself. The possibility of recognition stimulates the individual to act to obtain it, see also recognized his efforts to pursue these urges. The distribution was a chance to talk with people, mostly women, about the usefulness of reducing waste and the various strategies that already are taking a number of citizens and to probe their habits».

The incentive is a fundamental lever for improving the efficiency and effectiveness of qualitative and quantitative performances of individuals. So, better to reward the virtuous or who should be? And above all, what value should have the prize? Is it important that it be useful?

At these answers responds Paolo Mogno, property owner of the Ecobottega, a bio shop in Salzano (Venice, Italy) that has successfully participated in the European campaign: «The Week seems made for our shop that is born to give real opportunities to citizens to purchase less waste. We thought the premium (the discount) just to simulate the usual offerings of large retailers, but this time the products on offer are those which permit the reduction of waste at source. A promotion then economic and cultural that rewards who are already virtuous, but who has the main objective of bringing who have yet to become. We noticed it a great willingness by people to accept forms of sales as our that avoiding packaging and the disposable».

The gift is therefore a strong force on the sale of the product because its representation is always positive, both conscious and unconscious. Why did you choose to “honour” your guests with a candy?
«The sweet, easily and immediately attainable, is the symbol for excellence of the prize that is given to the child who has understood the lesson and that was good. So we would like to reward our customers with this simple but evocative gesture because I really think they are "good" find the strength to escape the temptations of the "comfort" of the supermarket». More...

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