Solution
The information campaign officially began with a press conference in April 2023, with the director of Čistoća d.o.o. Split, Ivica Karoglan, and the mayor of Split, Ivica Puljak, located in front of the new semi-underground tanks in Put Plokita.
Plokite was the first Split neighbourhood to replace classic containers with more modern semi-underground containers. At each location where they are installed, it is possible to dispose of four types of waste (biowaste, paper, plastic, metal and tetra pack, and mixed municipal waste). In order for citizens to be able to get first-hand information about proper waste separation, information stands have been set up in Plokite and later in other neighbourhoods. Each stand was attended by Čistoća employees, along with the director and the mayor, and in addition to answering questions about waste separation, it was also possible to get free bags for waste separation and promotional materials of the “Separate, it’s easy” campaign (magnets, cloth bags and educational leaflets).
In addition to the information stands Zero Waste festival was organized in June. Split’s Đardin offered shade from the sun and a gastro show with zero waste dishes, pop-up shops of famous Split second-hand shops and workshops for children. Čistoća held its info stand once again, and the citizens were delighted with the possibility of disposing of old textiles at the festival. For each pile of discarded clothes, citizens received a voucher for a free zero waste meal, and the dishes could also be tasted thanks to a donation by COO Juraj Bonači.
In addition to the live event, the information campaign was also covered on digital channels. Three promotional videos were designed and produced, and Čistoća Split’s Facebook and Instagram profile were very active! We are most proud of the campaign’s first promotional video, designed in collaboration with the Split musician Vojko V „Odvoji, razdvoji” (Separate) became a sensation that was sung and played in Split clubs, but also in kindergartens. It stood out with 246,871 views, a result of 7,278 hours of viewing, and an average watch time of 1:48 minutes out of a total of 2:25 minutes of the video.
The promo video Waste Path had the task of showing citizens that “Not everything goes to the same place” and that their properly separated waste will be properly disposed of.
The last video focused on sea pollution and worrying facts that try to make citizens aware that they also protect the Adriatic Sea by properly separating waste – A clean Adriatic begins from your home!
Several types of posts were made on social networks, the emphasis was on those of an educational nature, in order to teach and remind citizens where which type of waste is properly separated. The visual identity was designed in a slightly different way, where the decision fell on illustrated visuals, they were made in collaboration with the design studio 2Dizajnera.
It is hard to imagine devising a campaign without influencers today, therefore cooperation was established with Barbara Vesanović Gašić (@debelabarbara) and Marina Matijević (@jaboljigrađanin). She held two workshops at the Plokite Elementary School, and on Environmental Day in June, as part of her Instagram giveaway, she donated her handmade cups signed by Čistoća Split.
Marina Matijević has profiled herself as an expert in the field of waste separation and environmental protection. On her social media profiles, she is better known as @jaboljigrađanin and for Čistoća Split, she recorded a Facebook and Instagram reel, as well as a TikTok video, in which she presented semi-underground tanks in the Split neighbourhood of Plokite. She also prepared a post with current issues for her followers, sharing what happens to Split’s separated waste after its collection.
The campaign could also be followed on its web site, with three promotional videos instructions on where to properly separate which type of waste and how it is further processed or disposed of, as well as a list of recycling yards. The key item on Odvoji, lako je Web is an interactive map of Split where it is possible to check exactly where the semi-underground tanks are located in each neighborhood.
Although the campaign officially started in April 2023, the ground was prepared much earlier, so from December 2022 to the end of July 2023, over 260 media releases were generated, from PR articles on local media to tv reports. „Odvoji, razdvoji“(Separate) went beyond classic media channels and became a topic on Reddit, as well as part of the panel “Activism in Art: Why Was Vojko V the Only One to Sing?” at the Greencajt Festival.
And finally, in July, the campaign was immortalized with a mural in Vukovarska street. Čistoća Split teamed up with the team from Graffiti na gradele and the motifs from the video „Odvoji, razdvoji” /Separate and semi-underground containers became part of the Split graffiti scene. The people of Split thus have a more permanent reminder of proper disposal, while in the background you can hear the tune: „Da naše misto bude čisto!“/ “May our place be clean!”
