Best recyclerx

Creative project with social impact

Challenge

For years, the recycling conversation has been dominated by blame, blame and judgment. However, in a context where more than 60% of municipal waste still ends up in landfills or incinerators, we need more than alarming figures: we need a new way to mobilize. The challenge was to change the narrative, to move from denunciation to recognition and to activate recycling from the everyday, positive motivation and personal coherence.

Solution

Together with Ecovidrio, we launched "The Best Recycler", a campaign designed to highlight and celebrate those who are already acting with environmental commitment from their homes. Through an online test, we identified the person most committed to recycling in each area, and turned their example into a driving force for change. A simple game with a profound message: those who do it well deserve to be recognized, because their daily consistency can inspire an entire community.
Change does not always start with grand gestures, sometimes it starts with recognizing those who are already doing well.

Social networks

The campaign was activated on social networks with a creative strategy focused on positive motivation and recognition. We created native content to make anonymous recyclers visible and give them the place they deserve. We also launched an interactive quiz to engage the digital community and energize participation.

The winners

In Aranjuez, we discovered inspiring stories of people who recycle every day with perseverance, care and conviction. They are The Best Recycler. And, finally, we put a face to them, give them focus and thank them for their example. Because their daily commitment deserves to be news.

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