Maresme Circular presents a new campaign created by young vocational training students to raise awareness of the need to reduce waste generation

The initiative is part of the Metròpolis FP Lab programme, which connects companies and organisations with vocational training students to tackle real-world challenges
The campaign, which will be broadcast on TvMataró and the organisation’s digital channels, consists of three short films showing everyday scenes transformed by the impact of waste

Maresme Circular, the brand of the Maresme Waste Consortium, presents three video clips which form part of a new awareness campaign to highlight the need to reduce waste generation, which will be broadcast on TvMataró and the organisation’s digital channels. Under the concept “What if…?”, the clips show everyday scenes transformed by the impact of waste, creating a visual contrast that directly challenges the public. The final message is clear: “The best waste is the waste that isn’t generated”.

The campaign was launched as part of the Metròpolis FP Lab programme, an initiative by the BCN Vocational Training Foundation that connects companies and organisations with vocational training students to address real-world challenges. On this occasion, Maresme Circular asked the students to create a public awareness campaign, and the project presented by Clàudia Trullàs, Judit Vila and Nur Allertz, from the Advanced Course in Advertising Graphics at the CIC Cicles Formatius centre, won the challenge along with a paid grant to develop their proposal, which has resulted in this campaign.

Professional support

The clips were filmed by the production company Clack Audiovisual, which was awarded the Maresme Circular communications contract. The Clack team was responsible for the audiovisual production and mentoring of the project, supporting the three students throughout the creative and production process right up to the final implementation of the project.

This collaboration has enabled the students to apply their knowledge, develop professional skills and establish direct contact with the world of work, while Maresme Circular has been able to incorporate the creativity and perspective of young talent into the project.

“Taking part in the Metròpolis FP Lab and developing the campaign thanks to the grant has been a very motivating experience,” explains Clàudia Trullàs, who highlights that the programme “has allowed us to put what we learnt in the classroom into practice and better understand how a communications project actually works”.

“It has been a very enriching experience,” adds Judit Vila: “We have had the opportunity to learn, under the guidance of industry professionals, how to develop a real project, from the initial idea through to its completion.”

Three videos to rethink waste

In the Maresme region, each person generates over 500 kg of waste per year, a figure that highlights the need to step up waste prevention and promote responsible consumption. In this vein, the video “What if these were our next holidays?”, which was already released during the Christmas campaign, focuses on the increase in waste generated during the festive season, appealing to the need to consume responsibly.

The other two videos take as their starting point two of the region’s great natural assets, the forest and the sea, to convey an even deeper message: if we continue to generate waste at the current rate, against a backdrop of the inexorable depletion of natural resources, we will end up replacing nature with rubbish. Thus, the clip “What if this were our next outing?” depicts a future in which forest areas have become a landscape dominated by waste; whilst the video “What if this were our next fishing trip?” projects the same idea onto the Mediterranean Sea: if we do not reduce waste generation, there will be no fishing or marine ecosystems, but rather nets and bins full of rubbish.

Reducing waste at source is key to progressing towards European sustainability and climate neutrality targets, and this is only possible through public awareness.

A new challenge for the 8th edition of the Metròpolis FP Lab

“Being part of this initiative reinforces our commitment to innovation and the promotion of young talent to address the region’s environmental challenges,” emphasises the director of Maresme Circular, Jordi Pons.

This year, Maresme Circular is repeating the experience and is one of the organisations taking part in the 8th edition of the Metròpolis FP Lab, this time with a threefold challenge: How can we get the people of Maresme to reduce food waste, sort organic waste correctly and make use of the compost produced from selectively collected organic waste?

The Metròpolis FP Lab is supported by the Barcelona Metropolitan Area (AMB), Barcelona City Council and Barcelona Provincial Council.