Circular economy and food waste, the Ispra-Mimit campaign

‘Let’s circulate’ comes to life with two TV spots and a social campaign

Circular economy and food waste: the Ispra-Mimit ‘Let’s Circulate’ communication campaign comes to life, which focuses on two issues of absolute priority for the sustainable development of our country. The campaign, launched in 2021 with funding from the then Ministry for Economic Development (Mise, now Mimit) and created by Ispra, in collaboration and with funding from the Ministry of Business and Made in Italy (Mimit), aims to create synergies virtuous among all the actors involved in raising awareness on these issues: citizens and businesses, schools and associations. The themes of the campaign are perfectly in line with the objectives of the Pnrr (Mission 2) and of the Action Plan for the Circular Economy launched by the EU, of which today the Ministry of the Environment and Energy Security (Mase) is the owner .

From mid-October for three weeks, they are scheduled two commercialsproduced by The Washing Machine, on 30 Rai, Mediaset, Sky and Warner Discovery channels, together with a social campaign on the institutional websites of Ispra and the ministry.

What data: it is estimated that between 12 and 18 million tons of food are lost every year in Italy, a loss also due to domestic consumption. Globally, food waste is a phenomenon of gigantic dimensions: a third of the food produced (1.3 billion tonnes) is lost in the agricultural production phase or wasted as waste. To make the economy ‘circular’, Europe and Italy have specific objectives in front of them: reducing waste production, recycling and keeping landfill disposal to a minimum. In 2021, Italy recycled 48.1% of urban waste (55% the EU target by 2025) with a percentage of landfill disposal of 19% (10% the EU target by 2025), compared to a average percentage of separate waste collection, on a national scale, of 64%.

“We must give relevance to every gesture, no matter how small, that each of us can make every day. Only through this collective transformation of awareness and behavior will we be able to complete the cultural revolution essential to building a better future for all”, observes the Minister of Business and Made in Italy Adolfo Urso.

“The key words for us are: reduce consumption, recycle and reduce waste disposal in landfill. But let’s start with good behaviour, this is the message of today’s campaign: let’s educate people, citizens in this direction. Circularity helps us will allow us to save the earth’s ecosystem”, he explains Maria Siclarigeneral director of Ispra.

The commercial on separate waste collection was born from a concept: throwing waste away incorrectly, without separating, is the first obstacle for the circular economy because it prevents the correct reuse of resources and their reuse as raw materials. The one dedicated to food waste explains how wasting food also leads to wasting all the resources used to produce it (water, energy, human labor, soil), damaging the environment. The project also created the portal where over 150 communication and engagement initiatives are collected dedicated to the circular economy and food waste, as well as dozens of interviews with entrepreneurs involved in these issues.

Over 1 and a half million views of the portal; 15 webinars organized in collaboration with project partners in the last two years; 50 thousand brochures distributed at national trade fairs, 12 presentations at institutional events. These are some of the numbers of the campaign, which has already seen the involvement of 3500 students, with the aim of reaching almost 10 thousand thanks to the next initiatives. The work to raise awareness towards schools and families is central thanks to the ‘Ideas in circulation’ initiative promoted by the Moige-Italian Parents Movement. Testimonial for the companies that work in harmony with the principles of the circular economy is Ilaria Venturini Fendi: creator of the eco-sustainable design and fashion brand ‘Carmina Campus’, the company uses existing and waste materials, worked by Italian artisans, to create bags, accessories and furnishing objects.

The presentation of the campaign, this morning at the Ispra headquarters, closed with a performance by athletes affiliated to the Italian Gymnastics Federation to symbolically give life to the campaign logo and combine economics, sport, social and environment in a single circle where everything is connected.