The Waste Framework Directive (2008/98/EC) clearly emphasises waste prevention through reuse and recycling as a top priority. An overall review of existing European awareness campaigns shows that, whilst the European Week for Waste Reduction (EWWR) is currently the only pan-European initiative focusing on waste prevention, there is no such initiative at the European level to raise awareness on the three highest levels of the waste hierarchy (prevention, preparing for reuse, and recycling). Moreover, there are not enough tailor-made awareness-raising initiatives that target specific audiences.

Building on the previous EWWR project (2009-2011), the Life EWWR+ project addressed the gaps identified by focusing on expanding awareness, reinforcing and deepening understanding of waste prevention, preparing for reuse and recycling, and broadening the outreach of waste prevention. Annual European Week for Waste Reduction events were organised (2013-2016) to improve awareness of these topics. The aim was also to develop best practices and other communication tools for the targeted audiences: public authorities and NGOs; businesses; schools and citizens. To mobilise people and reinforce awareness and actions on key waste issues, the project planned specific annual prevention thematic days, such as ‘no food waste’, and trialled an official annual European ‘Clean-Up Day’.

The Life EWWR+ project developed communication tools and events to reduce waste, reuse products and recycle materials (the ‘3Rs’). The project team organised events in 27 EU Member States that reached many people, increasing and reinforcing their awareness of how to prevent waste, and to prepare it for reuse and recycling.

As a focus for their activities, the project team firstly developed an attractive and user-friendly website. From here, project documents, tools and training materials can be downloaded for free. The project’s numerous communication products included toolkits, panels, information boards, and videos.

The key outcome was the annual European Week for Waste Reduction (EWWR), organised for the four years of the project’s duration, with all its associated events. These included European Clean Up Day (ECUD), with well-publicised litter collection activities (“Let’s Clean Up Europe”), and four associated Prevention Thematic Days (PTDs). The PTDs were on reuse (2013), stop food waste (2014), dematerialisation (2015) and packaging waste reduction (2016). The PTDs were all accompanied by factsheets and posters, translated into all 7 languages of project partners. Further project documents addressed hazardous waste and other issues.

All the project activities were implemented through the involvement of 57 EWWR coordinators, who were trained via a series of project training days and through online training sessions (webinars). There were at least one EWWR edition in 27 EU countries, and also at least one in 16 non-EU countries. The project was involved in the implementation of a total of 48 965 actions. Of these actions, 24 went on to receive awards. Participants in the EWWR were able to reduce their waste by 37% more than the expected reduction of yearly waste by European citizens, to reach a level of 26 kg of recycling materials per year (an increase of 19%). A total of 7 811 tonnes of litter were collected during ECUDs (976 010 participants and 7 125 actions), while 9 120 tonnes of waste were prevented during the PTDs.

The raised awareness about waste prevention, reuse and recycling had positive environmental benefits for the environment in the EU and beyond. Key to the success of the project was reaching out to different audiences, by creating dedicated communication tools on specific topics. The large amounts of litter collected also had direct environmental benefits. These environmental benefits are consistent with the 7th EU Environment Action Programme, as well as the Waste Framework Directive (2008/98/EC) and the environmental principle of the waste hierarchy.

Many of the communication tools were specifically developed by the EWWR and Life EWWR+ projects, including the EWWR and related events such as ECUD, PTD and the targeted communication tools (TCTs). The TCTs were tested for their effectiveness with citizen groups, in schools, at private businesses, NGOs and local authorities. Over the four years of the project, 1 940 such tests were implemented (and 66 tonnes of waste composted, avoided, reuse or recycled as a direct result).

The project helped introduce the ‘3Rs’ concept to countries that were not so advanced in their waste reduction, reuse and recycling activities. Extending the EWWR to other countries, even outside the initial geographic scope, was considered a real success and demonstrates the possibility of developing such initiatives in other parts of the world. In terms of socio-economic impact, finding solutions and targeted communication activities with companies, schools, NGOs and public authorities, can reduce their waste production and also help them save money, with possible knock on effects for the economy and job creation.

Thanks to the groundwork established by the project, the EWWR is continuing beyond the LIFE funding (e.g. being held 17-25 November 2018). Since July 2017, it has been led by the EWWR Steering Committee (www.ewwr.eu), which includes the LIFE project beneficiary together with an expanded number of organisations.

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