To activate the key target to manage increase glass recycling rates in Spain: the difficult non-recyclers.
According to research, the usual levers about the importance of taking care of the environment or good citizenship are no longer relevant for this specific target group. Therefore, the strategy had to push new, very different and brave buttons:
In order to soften the message, we hired humorists much known to Spaniards.
TV ad 2014: ‘Couple’ [subtitled]
[“colleja” is a kind of slang word for a friendly slap in the back of your neck]
TV ad 2014: ‘Kitchen’ [subtitled]
TV ad 2014: ‘Bar’ [subtitled]
TV ad 2013: ‘Beer’ [subtitled]
* Source: ‘Segmentation, attitudes and habits of the Spanish population on glass recycling’, GFK, november 2012.
** Source: Ecovidrio
Print and social media infographics
Text: “Recycling one glass bottle, you save the energy a simple light bulb uses in 4 hours. Your excuses, to the garbage. Your glass, to the green container”.
Texto: “If you need to go recycle, you just go”.
Text: “Recycling 3 glass bottles, we could wass the clothes of a 4 member family for a whole day”.
Advices and ideas to easy glass recycling.
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