by Emanuele Biestro
It happened to everybody to ask themselves: “Where do I throw the milk box? And the orange juice one? You must be kidding saying it is recyclable?!”. In Tuscany Revet, a company involved in the collection, selection and treatment of wastes to recycle, and TetraPak launched an information campaign in order to raise awareness among the citizens of the districts of Siena, Arezzo and Grosseto headlining “Throw TetraPak boxes into the separate waste collection: this is going to improve and the recycling is guaranteed”. The poject, under the patronage of Tuscany Administration, aims at improving the collection of this kind of material, still at low rate over the Tuscan territory.
Diego Barsotti, chief at the press office at Revet Tuscany explains that “there are two main issues that we would like to stress in this campaign: the first one is that throwing TetraPak boxes into the separate waste collection we can achieve the 100% percentage of recycling, because after the selection operated by Revet and the transfer to the paper mill it is possible to reclaim the paper that is the main component but also the polyethylene and the aluminium, presents in smaller percentages. The second element comes from the previous one: the TetraPak boxes thrown into the separate waste collection come back in the "Ri-prodotti" (Re-product) chain in Tuscany, so the citizens could buy goods that proceed from the separate waste collection of their own wastes!”.
To better understand how relevant is to throw TetraPak boxes into the separate waste collection, maybe it could be better getting a little bit technical: "Once collected, TetraPak boxes are separated from the other wastes. Then they are transferred to the paper mill where they are shred into a pulp, that after is filtered and drawn: the best quality cellulose paste is recycled in other plants, while the remaining material (about 25%) is directly recycled and transformed into "ecoallene", with which it is possible to create other things, such as gadgets or household items" says Diego Barsotti.
Focusing on the communication side of the campaign, the activities were addressed to different targets: "Workshops and meetings have been opened to the firms communication chiefs and to the local journalists. The local administrators have been informed by personal targeted email. As ads, we used tools that make the campaign reachable by a wide public, such as ads on the local newspapers and on line, radio ads and the delegates of the two firms have been hosted in programmes on TV" continues Diego Barsotti.
In the image chosen for the campaign the Revet logo is on the chest of the two characters, a boy and a girl: the most catties would not think about a placement by chance, but, after all and in any case, recycling is in the heart of all of us.
