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COR - Campaña Objetivo Residuos (Waste Objective Campaign)

LIFE08 INF/E/000187


Project description   Environmental issues   Beneficiaries   Administrative data   Read more   Print   PDF version  
 

Contact details:

Contact person: Anna GONZALEZ BATLLE
Tel: +34 932 235151
Email: agbatlle@amb.cat



Project description:

Background

Some 1 661 692 tonnes of municipal waste was generated in the Barcelona metropolitan area in 2007 (an average of 1.46 kg/inhabitant/day. Selective collection accounted for around 31% of the generated waste, while around 52% of the generated waste was treated through selective collection and treatment plants. After the finalisation of the revision of the European Union Waste Framework Directive in 2008, these figures need to be improved with the participation of, among others, citizens. When surveyed on the main environmental problems facing them, citizens usually only mention waste in the context of civic problems and street cleaning. Most citizens are unaware of the volume of waste they produce or how it is treated. This lack of awareness, together with the circulation of urban legends about recycling, is a hindrance to citizens’ involvement and leads to a poor household waste separation rate.


Objectives

The project aimed to promote understanding of the concept of the 'European recycling society' in Barcelona. This awareness-raising effort also supports the objectives of Barcelona's Metropolitan Programme of Municipal Waste Management (PMGRM) 2009/2016. This hierarchical and sequential application includes the following principles: reduction of waste generated by prevention and reuse; achievement of the maximum material use of waste resources by improving collection systems; evaluation the remaining fraction with a view to material recovery; and demonstrating the importance of citizens’ involvement.


Results

The COR project showed citizens that their involvement was essential if the waste they generate is to be reduced and efficiently recycled. They were encouraged to apply the best practices in waste management (separation of waste and good use of collection systems), until such habits become part of a daily routine. The project’s awareness-raising was considered crucial in tackling the lack of knowledge about the amount of waste a person generates, where it goes, what is done with it, and products that can be made from it.

The quantitative goals of the project were those set by Barcelona’s PMGRM, which were in turn based on those in the Waste Framework Directive (WFD): to increase the amount of waste sorted and the amount being treated. The project increased the percentage of selected waste being collection from around 31% to 36% (the goal was 40%), and increased the percentage of waste treated before it goes to landfill from around 52% to 66% (the target was 90%). The project helped reduce the total amount of waste generated, from 1.46 to 1.29 kg/inhabitant/day.

The project’s awareness-raising campaign was mainly targeted at adults under 35, a population segment that is well-informed about waste but, as the surveys showed, is unwilling to implement this knowledge in their daily lives. Taking into account that the target group is the main user of social networks, the project’s main activity was a 2.0 communication campaign based on digital and viral marketing. This was the first time that such an innovation viral marketing campaign had been used by a public authority in this field. It took shape in the form of ‘Moviment R’ (R Movement) on social media networks, viral marketing and street marketing actions. This series of activities reached more than 7.5 million people, far above the original 500 000 targeted. Moreover, there were many other initiatives arising as a result of the synergies created by the project. COR also involved traditional actions, such as actual tours of waste management plants, training activities, talks, workshops and seminars. A total of 12 719 people took part in these actions, which also included audio-visual presentations, virtual tours of waste treatment plants, and the publication of children’s stories. Moreover, the project developed activities to compare methodologies and results, including meetings with stakeholders, and tools to assess the level of goal attainment, such as the analysis of yearly data on waste.

The project helped encourage citizens to change their habits and to include recommended domestic waste management (separation and selective collection of the different fractions) in their daily routine. This was thanks to the project activities, but also to the social/economic context that has improved the recycling system generally in the Barcelona area. The data gathered by the project showed that the trend has been toward a reduction in wastes produced, an increase in selective collection, and a large reduction in the quantity of waste being sent to landfill.

The main environmental objective of the project was to implement the WFD. Specifically, the goal was to demonstrate to people that their involvement is essential if the objectives of the WFD are to be achieved. In addition, it has contributed to meeting other national and European environmental policy objectives. By reducing the amount of waste sent to landfill some of these sites can be closed, while recycled waste can be transformed into a range of products and compost. Waste can also be directed into energy production. Several areas involving improved waste management have the potential for mitigating the impacts of climate change.

Further information on the project can be found in the project's layman report and After-LIFE Communication Plan (see "Read more" section).


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Environmental issues addressed:

Themes

Waste - Municipal waste (including household and commercial)


Keywords

waste management‚  environmental awareness‚  urban area‚  municipal waste‚  environmental law


Natura 2000 sites

Not applicable


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Beneficiaries:

Coordinator Area Metropolitana de Barcelona
Type of organisation Local authority
Description The Metropolitan Water Services and Waste Treatment Authority (EMSHTR), commonly known as the Barcelona Metropolitan Area Environmental Authority (EMA), is responsible for environmental services in the Barcelona metropolitan area.
Partners None

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Project reference LIFE08 INF/E/000187
Duration 01-JAN-2010 to 31-DEC -2012
Total budget 1,612,428.00 €
EU contribution 806,214.00 €
Project location Cataluña(España)

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Read more:

Brochure "Ecoparc de Barcelona" (377 KB) (in Catalan)
Brochure "Ecoparc de Montacada i Reixac" (515 KB) (in Catalan)
Brochure "Planta integral de valoritzacio de Sant Adrìa de Besòs" (468 KB) (in Catalan)
Brochure "Millor que nou! : Com allargar la vida dels notres objectes" (CA) (3,67 MB)
Brochure "Centre de tractament de residus municipals de Gavà-Viladecans" (400 KB) (in Catalan)
Project web site Project's website (CAT)
Project web site - 2 Twitter page of the project (CA/ES)
Project web site - 2 Picasa albums of the project (CA)
Project web site - 2 Project's Facebook page
Project web site - 2 Facebook page of the project (CA/ES/EN)
Publication: After-LIFE Communication Plan After-LIFE Communication Plan
Publication: Book "El dipòsit controlat de la Vall d'en Joan: Tres d ...
Publication: Case study "Analisis preliminar de los mercados de intercambi ...
Publication: Case study "Implantació de material sanitaria reutilitzable d ...
Publication: Comparative study "Avaluació de diferents models de compostadors dom ...
Publication: Guidelines-Manual "Idees amb aefecte: Consum immaterial per a la pre ...
Publication: Guidelines-Manual "Samarretes per xancletes: Idees per dinamitzar me ...
Publication: Layman report Layman report
Publication: Management plan "Programa metropolità de gestió de residus municip ...
Publication: Management plan "Pla de sostenibilitat de l'entitat del Medi Ambie ...
Publication: Pedagogical tool "Una perspectiva metropolitana: el cicle dels mate ...
Publication: Pedagogical tool "Fem dissabte? : Manual per a la prevenció de resi ...
Publication: Pedagogical tool "Els envasos a la vida quotidiana" (874 KB) (in Ca ...
Publication: Pedagogical tool "Manual de compostatge urbà" (CA) (3,22 MB)
Publication: Pedagogical tool "Manual de compostatge de jardí" (CA) (916 KB)
Publication: Pedagogical tool "Ecoparc de Montcada i Reixac" (1.207 KB) (in Cata ...
Publication: Pedagogical tool "Dipòsit controlat de la Vall d'en Joan" (2.249 KB ...
Publication: Pedagogical tool "Millior que nou! a l'escola: Objectiu reduir: Mer ...
Publication: Pedagogical tool "Isaac Brosa a la masia dels avis: un viatge al co ...
Publication: Pedagogical tool "Millior que nou! a l'escola: Missió reducció: Mer ...
Publication: Pedagogical tool "Millior que nou! a l'escola: Missió reducció: Mer ...
Publication: Research findings "Una recerca de prevenció: resum" (CA) (156 KB)
Publication: Research findings "Conditionants de la gestió dels residus domèstics ...
Publication: Thesis "Gestión integral de la fracción textil de los res ...
Video link YouTube Channel of the project (CA/ES)

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Project description   Environmental issues   Beneficiaries   Administrative data   Read more   Print   PDF version