Waste as a social issue

Meran's Challenges

In recent years, waste has become an increasingly important social issue. Proper waste separation, recycling and the circular economy are not just environmental trends, but play a crucial role in reducing our resource consumption and environmental impact.

The city of Merano faced a challenge in this area: the population had difficulty understanding the complex recycling process. We were convinced that the citizens wanted to recycle but did not know exactly how. Although the recycling system was effective, it was not easy to understand.

The path to sensitisation

Our goal

And this is where we came in: you may be wondering what KEEN actually has to do with waste. In addition to our event productions, we also create sustainable concepts to leave a positive footprint. So we took it upon ourselves to design a comprehensive awareness-raising campaign for Stadtwerke Meran. Of course, we are not waste experts, but we were firmly convinced that this was not absolutely necessary in order to sensitise society to the issue of waste and bring about positive change. Our aim was to present the issue of waste in a positive light, without resorting to bans and admonitions.

We worked hard towards this goal, making several visits to Merano to understand the waste system and the specific local challenges. We analysed existing concepts and exchanged ideas with experts. The result of our efforts is presented in the form of a comprehensive playbook with customised ideas for the awareness-raising campaign in Merano. This playbook serves not only as a guide, but also as a solid foundation for future communication campaigns.

Tailor-made ideas for Merano

The playbook

The finished catalogue of measures consists of 35 campaigns that meet the requirements of Stadtwerke Meran and can be flexibly implemented in practice. Our playbook rests on five pillars: corporate design, social media, branding, live action and public relations. We deliberately focused on different target groups and developed a holistic strategy with clear objectives, namely waste avoidance, waste recycling and the prevention of illegal waste disposal.

Getting children interested in the topic of waste

Our waste heroes

We are particularly proud of the launch of the "waste heroes", who act as charismatic ambassadors for Stadtwerke Meran and bring the campaign to life on waste bells, rubbish bins, posters and on social media. Each individual "rubbish hero" was given a unique background story and superpowers to raise children's awareness of the issue of waste in a playful way. An outstanding example of this is Anton Apfel, who transforms organic waste into energy for the city and compost for the earth. Equally impressive is Paula Plastica, who transforms plastic waste into innovative products such as iPhones or cars.

We also particularly enjoyed developing the advert for the correct separation of organic waste:

Thank you!

The cooperation with Stadtwerke Meran was exciting. Not only did we gain comprehensive insights into the world of waste, but we also demonstrated the creative excellence of our teams. Through our targeted approaches, we not only raised awareness of the waste problem, but also supported concrete measures that lead to more sustainable waste management. The campaign marked an important step in helping the city of Merano on its way to more efficient waste disposal and a more conscious use of resources. Thank you for your trust!