Ecovidrio Glass Recycling Campaign in Spain
Challenge
Ecovidrio, a glass recycling non-profit association, engaged Ketchum Pleon to promote recycling awareness and increase metric tons of glass recycled, especially by bars and restaurants, the source of 48% of glass waste in Spain.
Solution
Under the slogan, "Glass can have a lot of lives. Recycle It," Ketchum Pleon used mobile recycling-ambassador teams, 3D videos and a microsite to track recycling progress in real time across 21 cities and towns in Spain. By directly involving consumers online and on the street, the team rewarded consumers for proper recycling action and created an emotional connection with Spain’s recycling future.
Result
The 45-day campaign mobilized 50,000 Spaniards and 2,000 restaurants and bars, along with town and city halls, district councils and local schools, to recycle over 40,000 glass jars and bottles.
How we MOBILIZE MOVEMENTS
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By galvanizing environmental opinion leaders, Ketchum sparked a viral movement of 6 million citizens to ask global leaders to take action on climate change at the COP 15 climate change conference.
