“An integrated public relations, education and communication campaign that tells Gen Z with the languages and type codes of this generation and themes of sustainability and circular economy with a specific focus on recycling and new packaging life cycles.”
This is the motivation for winning the 1stINSPIRING AW ARD from Giffoni Innovation Hub, which in collaboration with InCoerenze, created a training and communication campaign for CONAI’s 25th anniversary: ‘Action! Recycle‘. The goal is to tell Gen Z, the issues of sustainability and circular economy with a focus on recycling and new packaging life cycles.
“We have told in our own way, with cinematographic and audiovisual language the new life cycles of materials that are used for packaging,” explained Nicola Sapio, Head Academy & Education at GIH – With the Academy unit of Giffoni Innovation Hub, we led all phases of the project in close collaboration with Conai’s management team and implemented the campaign “Ciak si gira, azione! Recycle.” Through creative writing, screenwriting and filmmaking training with online classes and in-person workshops at Giffoni Multimedia Valley, we combined theory and practice giving participants the opportunity to develop new skills with a special focus on recycling CONAI’s 7 packaging materials.”
The campaign “Take a Walk, Action! Recycle!” was created by 10 girls and 10 boys from Generation Z-thanks to 20 grants made available by Conai-applying Peer Education, which allows the users of the campaign to take in with greater attention and involvement the message intended to be conveyed as it is made and conveyed by peers. Guiding the students were Manlio Castagna for creative writing and Francesco Paglioli for production.
“CONAI’s main goal is to give packaging a second life,” said Conai President Luca Ruini. And to do so, it has always promoted the development of skills, seeking to capture all
the opportunities that the world of innovation and research can offer. That is why we started with a survey that helped us understand how to talk to kids about issues related to sustainability and the circular economy: we found that the best channel for talking to Generation Z is a mix of web, TV, and film. ‘Take, Take, Action! Recycle’ and the ten-episode web series chronicling the new life of packaging were born out of this discovery, and kicked off an intense and stimulating work that has yielded surprising results-we look forward to presenting them and talking about them again at the Festival.”
“Communicating effectively on environmental issues has, today, new rhythms, languages and channels that we need to be aware of, making use of an integrated, strategic and narrative-focused vision,” highlighted Elena Salzano of InCoerenze – We are really proud to have been able to contribute to the realization of a complex and cutting-edge project that brought together Digital Communication, Public Relations, audiovisual production and training.”
