Ecovidrio: Mr Iglú Park

Álvaro Gutiérrez

This case study explains how Ecovidrio, a non-profit organisation that promotes glass recycling in Spain, created a themed children's playground to increase rates of glass recycling.

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...

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