At home in the garbage
Environment: Viznerborel is launching a campaign on behalf of recycling organizations to combat thoughtless littering.
Environment Viznerborel launches a campaign for recycling organizations against careless littering. "A foreign visitor drops a piece of paper - a Swiss picks it up and runs after it because he thinks the visitor has lost something." The humorist Ephraim Kishon wanted to establish this national character in Switzerland. In fact, the tidy Swiss are, for example, "world champions in collecting aluminum", as we wrote in
an earlier campaign by the Igora cooperative for aluminum
recycling were praised.
Buwal stipulates a minimum recycling rate of 75 percent. The recycling rate for aluminum cans is already 91 percent. The missing
However, with 180 million cans on the market, 9% still means that 16 million cans are not disposed of properly. With one billion PET bottles, we achieve a recycling rate of 72 percent. The missing 28 percent make up 280 million units that end up in the bin somewhere.
Or even worse: they end up on the street. Littering is the elegant way of describing this increasing bad habit of carelessly throwing litter away or leaving it lying around in public spaces.
According to a broad-based study by the University of Basel
30 percent of the waste produced on site ends up on the ground. "But you don't need a study to realize what a mess there is on lakeside promenades, in public places or on trains," says Markus Tavernier, Managing Director of Igora. Cans, PET and glass bottles, Tetra packs, take-away packs, flyers, free newspapers - everything is thrown mindlessly on the ground.
A different take on litteringThe Zurich-based agency Viznerborel now wants to counter this social trend with a national campaign. Without a warning finger, however, but with a very convincing idea. "We show littering where the viewer least expects it. Where they are closest to themselves. Where they would never do it. At home," Lajos Vizner and Guillaume Borel explain the concept.
"I really feel like disposing of the waste." This reaction was a statement made by almost all test subjects when the new campaign was examined for its impact in a representative pre-test by Publitest in April.
All age groups correctly decoded the message. In a comparison with other advertisements in a prepared Facts magazine, the campaign performed best both at the spontaneous recall level and in the impact profile, and in some cases achieved even better attention-grabbing values than the editorial articles.
All the subjects in the campaign are based on the same idea. The campaign shows the private island of the individual. The place where nobody would litter. The bathroom or the children's room are places of hygiene or simply of security. In the campaign, this idyll is broken by the rooms depicted being littered with garbage. True to the motto: "What's a nuisance in the living room is also a nuisance in the park" or "What's a nuisance in the children's room is also a nuisance in the playground." The headline creates an easily understandable bridge to public spaces. "What bothers you in the bathroom also bothers you at the lake." In this way, the viewer has to come to terms with the message. All they are left with is the self-critical statement: That's right. "What's annoying in the car is also annoying on the road" is a modern variation on the popular saying "My car is my castle."
Appeal to personal responsibilityIn all these subjects, there is no one to blame. "I have to put myself in the situation," says Viznerborel. The fact that the visuals do not show any protagonists passes the ball of responsibility to the viewer. The connection with the private sphere creates consternation, and the viewer cannot relinquish responsibility.
Igora and PET Recycling Switzerland PRS are launching their first joint, long-term anti-littering campaign with advertising, PR and accompanying measures "to create a better quality of life". Among the carelessly discarded cigarette butts and paper, the focus is on drinks cans and PET bottles because they are easily identifiable. In the long term, other waste producers or disposal companies should also take part in this campaign. "Not to share costs, but to be even more effective," explains Markus Tavernier. His Igora and PET Recycling Switzerland are continuing their independent communication to increase recycling rates.
The joint campaign will target the country on over 4000 poster sites. There is also a TV and cinema spot. The latter uses the same subjects. The film is accompanied by an angelically innocent song that sounds slightly wrong. This music heightens the dramaturgy and is intended to stand out in the environment of the otherwise much more polished spots.
The campaign will be accompanied by various activities. At the Street Parade in Zurich, 20 promotional teams will be raising awareness for waste disposal. Radio Energy wants to carry out a live promotion on the street, where young people will be asked to rummage through the garbage. Instant prizes are hidden in these piles of garbage.
"Bring it back" is the slogan for all these activities. For the initiators, the anti-littering campaign should be broadly supported and become a new national appeal.
Still 30 percent of the waste produced on site ends up on the ground.
an earlier campaign by the Igora cooperative for aluminum
recycling were praised.
Buwal stipulates a minimum recycling rate of 75 percent. The recycling rate for aluminum cans is already 91 percent. The missing
However, with 180 million cans on the market, 9% still means that 16 million cans are not disposed of properly. With one billion PET bottles, we achieve a recycling rate of 72 percent. The missing 28 percent make up 280 million units that end up in the bin somewhere.
Or even worse: they end up on the street. Littering is the elegant way of describing this increasing bad habit of carelessly throwing litter away or leaving it lying around in public spaces.
According to a broad-based study by the University of Basel
30 percent of the waste produced on site ends up on the ground. "But you don't need a study to realize what a mess there is on lakeside promenades, in public places or on trains," says Markus Tavernier, Managing Director of Igora. Cans, PET and glass bottles, Tetra packs, take-away packs, flyers, free newspapers - everything is thrown mindlessly on the ground.
A different take on litteringThe Zurich-based agency Viznerborel now wants to counter this social trend with a national campaign. Without a warning finger, however, but with a very convincing idea. "We show littering where the viewer least expects it. Where they are closest to themselves. Where they would never do it. At home," Lajos Vizner and Guillaume Borel explain the concept.
"I really feel like disposing of the waste." This reaction was a statement made by almost all test subjects when the new campaign was examined for its impact in a representative pre-test by Publitest in April.
All age groups correctly decoded the message. In a comparison with other advertisements in a prepared Facts magazine, the campaign performed best both at the spontaneous recall level and in the impact profile, and in some cases achieved even better attention-grabbing values than the editorial articles.
All the subjects in the campaign are based on the same idea. The campaign shows the private island of the individual. The place where nobody would litter. The bathroom or the children's room are places of hygiene or simply of security. In the campaign, this idyll is broken by the rooms depicted being littered with garbage. True to the motto: "What's a nuisance in the living room is also a nuisance in the park" or "What's a nuisance in the children's room is also a nuisance in the playground." The headline creates an easily understandable bridge to public spaces. "What bothers you in the bathroom also bothers you at the lake." In this way, the viewer has to come to terms with the message. All they are left with is the self-critical statement: That's right. "What's annoying in the car is also annoying on the road" is a modern variation on the popular saying "My car is my castle."
Appeal to personal responsibilityIn all these subjects, there is no one to blame. "I have to put myself in the situation," says Viznerborel. The fact that the visuals do not show any protagonists passes the ball of responsibility to the viewer. The connection with the private sphere creates consternation, and the viewer cannot relinquish responsibility.
Igora and PET Recycling Switzerland PRS are launching their first joint, long-term anti-littering campaign with advertising, PR and accompanying measures "to create a better quality of life". Among the carelessly discarded cigarette butts and paper, the focus is on drinks cans and PET bottles because they are easily identifiable. In the long term, other waste producers or disposal companies should also take part in this campaign. "Not to share costs, but to be even more effective," explains Markus Tavernier. His Igora and PET Recycling Switzerland are continuing their independent communication to increase recycling rates.
The joint campaign will target the country on over 4000 poster sites. There is also a TV and cinema spot. The latter uses the same subjects. The film is accompanied by an angelically innocent song that sounds slightly wrong. This music heightens the dramaturgy and is intended to stand out in the environment of the otherwise much more polished spots.
The campaign will be accompanied by various activities. At the Street Parade in Zurich, 20 promotional teams will be raising awareness for waste disposal. Radio Energy wants to carry out a live promotion on the street, where young people will be asked to rummage through the garbage. Instant prizes are hidden in these piles of garbage.
"Bring it back" is the slogan for all these activities. For the initiators, the anti-littering campaign should be broadly supported and become a new national appeal.
Still 30 percent of the waste produced on site ends up on the ground.
The only answer left to litterers is a self-critical one: That's right!
Andreas Panzeri
