The latest research discovered that there’s more microplastic 1000 feet down in the Pacific Ocean than there is in the Great Pacific Garbage Patch. Let’s zoom in – Romania, 2019. Only 14% of waste is recycled. Authorities are constantly changing the laws and passing on the responsibility, making it almost impossible for collectors to operate. Not recycled waste ends up in landfill, affecting clean waters, kid’s playgrounds, clean landfills for agriculture, beaches, even tap water.
In 2018, domestic consumers disposed of 1800 cubic meters of non-permitted waste in the sewage system.
Apa Nova took the responsibility to educate consumers into responsible sewage use.
The campaign launched in June 2019 with a series of three TVCs centered around three types of waste which are frequently thrown in the sewer: hair, oil and condoms.
TASK/OPPORTUNITY & PLANNING
It was the beginning of 2017. We were all happy, proud, and excited to start talking about the important news that surrounded REWE Romania. But, before doing so, we had to be well-prepared. Our responsibility was huge: we were the first retailer in Romania receiving the certification ISO 50001. So, we needed a detailed plan that would include all our stakeholders.
Young people are the faces of the future, but communicating with a young audience is never easy – especially when it’s summer and the only thing that’s on their minds is having fun. So we needed to speak their language, use their tools, get their heroes on board and, most importantly, take the battle on their turf. While some considered their age an issue when it comes to taking responsibility, we actually saw it as a great opportunity to grow their genuine activist mindset towards greater common causes, like the care for communities or for the environment.
Started in 2015, the After Us platform sits at the heart of Coca-Cola HBC’s corporate responsibility agenda and is the consumer sustainability platform of the company. After Us is the embodiment of everything we hold dear: care for the community, keeping traditions alive and our love for the environment.