RSI, Strategy


The UTE Urbahormar, in charge of waste management in the Baix Vinalopó area, considered the need to develop a communication campaign aimed at making citizens aware of the need to separate their waste so that the recycling cycle works optimally, reinforcing their good habits.


The creative concept chosen for this campaign was based on the “safety distance” (a omnipresent term in the context of the pandemic) to present a new type of distance to its audiences: the “Sustainability Distance”, referring to the distance that must exist between different types of waste in order to treat and recycle them properly.

The appropriateness of the message to the context of the moment in which the campaign was launched, linking two individual responsibilities (keeping a safe distance” and separating waste correctly) allowed us to differentiate this campaign from other similar awareness campaigns.

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