Aimed at citizens – the first and fundamental actor in the virtuous cycle of collection, recovery and recycling of packaging – CONAI launched, in 2016, a national awareness‑raising project entitled “Il mio Pianeta” (“My Planet”): a travelling tour across seven cities (Milan, Genoa, Turin, Catania, Catanzaro, Bari and Rimini) over 30 days to promote correct disposal of packaging waste as an act of individual responsibility towards the environment and the planet.
The event featured non‑conventional communication activities to engage as many people as possible (especially younger generations) through flash mobs, supported by social‑media activity and collaborations with several YouTubers.
Alongside the tour, a 90-second video was produced inviting viewers to consider the planet as if it were our own property, and to understand that simple, everyday actions such as separate collection depend on each individual rather than society as a whole. These small actions protect environmental resources and avoid waste.
Over a number of years, CONAI organised a public event that took separate collection outside its “usual places” – homes, offices and public buildings – with the educational goal of raising awareness of the importance of waste separation as an everyday gesture that benefits the environment.
“Raccolta 10+” was an extraordinary opportunity to involve communities in a single, large‑scale initiative. Over various editions, in addition to local administrations and waste collection companies, tens of thousands of citizens across many cities took part.
The principle of “shared responsibility” has enabled CONAI to bring a simple yet fundamental message to the heart of cities: quality separate collection is essential for effective recycling. The fewer the impurities and non‑target materials in the waste that is separated each day, the greater the quantity that can be recycled.
In its most recent edition, CONAI organised “Raccolta 10+” as part of the Giro d’Italia, of which it was an official partner, bringing to 40 locations the “Ten Rules for Quality Separate Collection” (“Decalogo CONAI Raccolta Differenziata di Qualità”), the Recycling Centre for packaging waste separation, and an entertaining Re‑cycling game that rewarded the ones who separated packaging fastest and most correctly.