Ecovidrio, a non-profit organization, promotes Glass recycling in Spain and works hard to get a more sustainable future for the next generations. Its campaigns are focused on public mobilization.

Two decades on media campaigns have produced results as 80% of the households aware of the need of recycling glass. Nevertheless, the % of recycled glass is significantly lower (60%). The most difficult task is still not completed: Changing a habit.

Although our target is very wide, practically Total Population because all of us could take part in the recycling process, as recyclers or as endorsers, children are one of our main Target group. However, these are a hard to approach population using only conventional media.

Although instructive and educational tasks are being developed with School activities and workshops, we need to find contact points where we can jointly reach to Children and Parents. So we thought an activity that parents and little children make together. We found that one of the favorite activities is To Play in Parks

By developing a prize that is at the same time: community-oriented, material and permanent for a long term. This would be a public playground for the whole community. It will be developed in different steps depending on the level of glass recycled in the community. This way, we reach not only to the children but to the parents investing a very low budget (similar to 1 fcp in a national newspaper) creating also a new medium of communication that has never been developed before and that will stay in the community for decades.

This action had presence in news reports and without extra investment, it was covered by local and national media, for a value of 150% of the total investment.

According to specific survey to the users, the proper action and the influence in the community were evaluated positively:

The perception of the benefit in the society generated by glass recycling was perceived very positively (9 points out of 10).

The global action was evaluated with 8 out of 10 points and it encourages recycling more with 6 points out of 10.

The impact of this action in the local population has been so high that we have received petitions from other Councils from other Spanish municipalities in order to make new parks in other places across the country. All projects are currently under evaluation.

The result was outstanding: the increase in the glass recycling percentage rose up to 5,4% while in 2012, but 2011 it was only 1%. This means 712,731 kg extra or 4,750,000 additional recycled bottles of glass in 2 months only! on tv it achieved 1.180 grp and 80% cov. (target: +18 andalusia). The winning province was huelva, which increased the glass recycling by 26,2% vs the year before. Manuel Carrasco gave an incredible free concert with more than 4,000 fans singing his songs.