PET recycling campaign from Comqed puts an end to excuses

"PET recycling? Me? Always." Almost everyone has said or at least thought this sentence at some point. Actually, we are generally aware of how to behave correctly in terms of sustainability. Taking the stairs instead of the elevator, using a jute bag instead of a plastic bag, taking public transportation instead of driving, and recycling. But doing it consistently is another matter. We constantly justify our own behavior and thus compensate for our cognitive dissonance.

And yet it's so easy to recycle: deflate, put the cap on, and take it to the nearest PET collection point. After all, PET beverage bottles are too valuable to end up in the waste bin and thus be irretrievably lost for the recycling cycle.

The protagonists of the campaign implemented by Comqed are shown in five such situations in which a misconduct is threatened, whereupon the excuse is refuted by voice-over and a corresponding solution is provided for it, in line with the claim "PET recycling always works".

The campaign focuses on online media and OOH in order to optimally reach the particularly relevant on-the-go consumers. Especially for the young target group, Instagram Story Ads including memes and snack content for social media were produced. With Zeki, an important Swiss influencer was also won over for the good cause.

For the print subjects, the whole thing was reduced to the place where apparently incorrect recycling can take place. The choice of the poster locations coincides with the subjects: someone who is having a picnic by the lake sees the poster right there that shows him his misbehavior.