- In order to enter into a close dialogue with end consumers, various concepts were presented to the clients as part of the annual strategy and the prioritised concepts were implemented operationally. One of the concepts was the “Germany recycles. You too?” campaign.
- What was at the heart of the “Germany recycles” campaign? The core of the campaign was to address end consumers with the involvement of the regional waste advisors working in the local authorities/disposal areas, whose task is to provide information on the subject of waste.
- Over the course of two campaign weeks in June 2024, events were organised in all participating municipalities – more than 200 waste disposal areas, resulting in a reach of more than 40 million inhabitants in Germany – in the largest waste separation campaign ever held in Germany.
- The events were accompanied by the TRENN-BÄR-mascot, the drummer crews performing with yellow bins, regional and national influencers and many great individual events – all under the patronage of the Federal Ministry for the Environment.
- The campaign was supported by a large number of retailers, such as Netto Marken-Discount, EDEKA, Netto Deutschland and Kaufland. Over a period of two weeks, they all made a large number of their communication areas available for the “Germany recycles. You too?” campaign.
- At the heart of the campaign were oversized three-metre high packagings from the retail partners, which were present in participating municipalities throughout Germany to draw attention to the packaging and the relevance of correct waste separation.