The European objective of a recycling rate of 50% in 2020 and 70% in 2030 must be met

In November the Generalitat of Catalonia presented its new campaign to encourage selective waste collection. The campaign, which uses the slogan ‘Reduce, Reuse, Recycle, REACT’ is directed at the people who don’t participate in the recycling process and who don’t separate domestic waste at home. It aims to promote a change in habits by showing the negative effects on the environment that result from throwing away all the waste into the same bag.  

Whereas in recent years the campaigns have shown the friendly face of recycling, or concentrated on how selective collection worked, this campaign has a more direct and less humorous message. The educational tone has given way to one of reflection, appealing to the individual responsibility of each person when choosing what to do with the waste they generate. The children in the campaign underline the lack of commitment, conscience and public duty of those who don’t separate rubbish, those who aren’t worried about the future of the country and the world.

Campaign Video 1

Campaign Video 2

According to the Minister for Territory and Sustainability, Josep Rull, who spoke at the presentation, it’s about “another step forward, because we are at a standstill”. For the last five years Catalonia hasn’t improved, recording average figures of 40% selective collection. The Catalonia Waste Agency is working to reach the European objective of a recycling rate of 50% in 2020, which will then quickly increase to 70% in 2030.

Source: Catalonia Waste Agency