8^th of May 2023 – CONAI, the National Packaging Consortium that ensures European recycling targets are met in Italy, is back to raise consumer awareness with a creative campaign devised by Connexia, the marketing and communications agency of Retex.

The subject of the new communication campaign is the mandatory environmental labelling of packaging, effective from 1 January 2023. An innovative tool which enables companies to provide information about the materials which make up their packaging and how to dispose of them correctly thus helping citizens to separate their waste efficiently and improve the recycling process.

Thus, it becomes important to raise consumer awareness by inviting them to read the environmental labelling on packaging, in order to avoid mistakes as they separate their waste.

The creative idea takes its cue from the place where people find themselves dealing with their waste on a daily basis: the home. Hence Stella and Gabriele, aka Casa Abis, were called on to collaborate in the creation of an integrated social and radio campaign in which we see and hear the comic duo as each blames the other for their mistakes, breaking down the wall of indifference about waste collection, playing on the couple’s stereotypes with the irony and lightness that have made them popular on social media.

Launched on 1 May 2023, the social campaign is disseminated through three forms of dedicated branded content; It will be transmitted by Radio RAI until 14 May with a 30″ format spot, supported by live broadcasts of Casa Abis in the course of several programmes on the main national radio station.

“The new environmental labelling requirements for packaging posed a real challenge for the business fabric of our country,” commented Luca Ruini, CONAI President, “A challenge addressed jointly by the Ministry of the Environment and Italian companies that led to the drawing up of clear Guidelines. Now we need to accomplish the final step: persuading citizens that they must do their part, checking and reading the labels on the packs and following the correct waste separation instructions. This new campaign is therefore the culmination of more than two years’ work. I am confident that the results will surprise us.” 

“We are really very pleased with the latest creative campaign, designed for Conai,” declared Massimiliano Trisolino, Managing Partner, Strategy & Creativity, at Connexia, “In addition to the educational aspect, something we have always prioritised and kept aligned with Conai’s value set, the campaign on the new environmental labelling represents a new opportunity for our team for stimulating creative exchange, within a consolidated relationship of collaboration and mutual trust.“