The European Commission (EC) has launched a new film that promotes the message of viewing waste as a resource as part of its environmental campaign, Generation Awake.
The light-hearted film takes the form of a blockbuster-esque trailer (complete with gravelly voiceover) for ‘The Awakeners’ in which waste bin Richard Rubbish ‘suffer[s] disrespect, until one day, he stood up’ and is helped by shopping bags Impulse Inga, Chubby Charlie and Routine Robbie. Viewers are then told to ‘join “The Awakeners” at generationawake.eu and turn rubbish into a resource.’
Launched in 2011, the Generation Awake campaign focuses on the ‘environmental, economic, social and personal consequences of using resources unsustainably’ and targets 25- to 40-year-olds with a special focus on young urban adults and families with small children.
It aims to demonstrate how reducing, reusing and recycling materials can deliver economic benefits, and suggests ways in which consumers make more sustainable choices – by not making impulsive purchases (with the help of Impulse Inga) or buying too much (with advice from Chubby Charlie) and adopting more sustainable habits (based on Routine Robbie’s suggestions), for example. A fifth character, the bucket ‘Water Mania Walter’ offers advice on how to treat water as a resource.
Indeed, according to a study prepared for the EC, ‘full implementation’ of EU waste legislation would save €72 billion (£60 billion) a year, increase the annual turnover of the EU waste management and recycling sector by €42 billion (£35 billion), and create over 400 000 new jobs by 2020.
A related Facebook page invites citizens to take up challenges like reducing food waste and cutting water use.
The most recent phase of the campaign includes a photo competition for suggestions on turning rubbish into a resource. The winner will be awarded a trip to Copenhagen, the European Green Capital 2014.
Find out more about Generation Awake.
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How will the government and DMOs address the challenges of including glass in DRS while ensuring a level playing field across the UK?
There's no easy solution to include glass in the DRS while maintaining a level playing field. Potential approaches include a phased introduction of glass, potentially with higher deposits to reflect its logistical challenges. The government and DMOs could incentivise innovation in glass packaging design and subsidise dedicated return points for glass-handling. Exemptions for smaller businesses unable to handle glass might also be necessary. Any successful solution will likely blend several approaches. It must address the differing priorities of devolved administrations, balance environmental benefits with logistical and cost implications, and be supported by robust consumer education campaigns emphasizing the importance of glass recycling.