Ecovidrio: Mr Iglú Park
Álvaro Gutiérrez
Campaign details
Brand owner: EcovidrioBrand: EcovidrioCountry: SpainIndustry Government, social policyChannels used: Newspapers, Outdoor, out-of-home, TelevisionMedia budget: Up to $500k
Executive summary
This case study describes how Ecovidrio, a non-profit organisation that promotes glass recycling in Spain, created a themed children's playground to increase rates of glass recycling. Although two decades of media campaigns have produced results (87% of households say they recycle glass (1)), the main – and most difficult – task is still not complete, because despite the high awareness...