ROME, BANK OF HISTORY AND ART, IS PROJECTED TOWARDS THE FUTURE WITH GROWING ATTENTION TO ENVIRONMENTAL ISSUES. THE CAMPAIGN “LOVE PAPER AND CARDBOARD”SUBMITTED IN DECEMBER 2024, MARKS AN IMPORTANT STEP IN THIS DIRECTION. THE INITIATIVE, PROMOTED BY AMA, COMIECO AND ROMA CAPITAL, aims to increase citizen awareness of the importance of paper and cardboard recycling
AMA and the strategic initiative in a period of record consumption, for a more sustainable future
The choice to start the campaign “LOVE PAPER AND CARDBOARD” during the Christmas holidays it is not the result of chance, but corresponds to a precise strategy linked to seasonal consumer behavior. Between December and February, Rome’s urban fabric is filled with light, color and a commercial fermentation that culminates in a dizzying increase in consumption.
This period of celebration and conviviality brings with it an abundance of paper and cardboard packaging derived from gifts, toy boxes, electronic device packaging and decorations.
The city, which already has to manage enormous amounts of waste on a daily basis, is faced with an extraordinary amount of waste that, if not properly sorted and recycled, risks burdening the collection system and saturating landfills.
This surplus, which is often underestimated, poses a challenge to the efficiency of public services and to the urban environment: it threatens to compromise the decorum of the city and aggravate the ecological impact.
The mayor of Rome, Roberto Gualtieri, has emphasized this aspect
“It is precisely during this period that we decided to leave because Christmas shopping leads to an exponential increase in paper and cardboard packaging. The protection of‘environment is through simple but essential gestures, such as correctly placing these materials in blue containers.”
AMA’s strategy: more baking, fewer impurities
The core of the initiative lies in the commitment of OR (Municipal Environmental Company), the home company of Capital of Romeresponsible for managing the collection, treatment and disposal of municipal solid waste. In this context, the company has launched a strategic plan to improve both the quantity and quality of the city’s paper and cardboard collection.
The aim is to raise citizens’ awareness and consolidate a culture of recycling that can contribute to making Rome a more sustainable metropolis that is attentive to the environmental challenges of the present and the future.
Bruno Manzi, president of AMA SpA, announced the installation of more than a thousand new blue bins exclusively for paper and cardboard throughout the city, an intervention that aims to facilitate and encourage the active participation of citizens.
«L‘The aim is not only to collect more paper and cardboard, but also to do so more efficiently, minimizing the impurities that often compromise the quality of the environment.‘entire recycling process”, he declared.
One of the main obstacles to recycling is the contamination of the collected material. Unflattened boxes, food-contaminated boxes and plastic bags mixed with paper prevent effective recovery, forcing AMA to send tons of material to waste management facilities instead of recycling facilities. But there is more.
Educating to change: the role of Comieco
The countryside “LOVE PAPER AND CARDBOARD” it is not limited to strengthening collection infrastructure, but aims to actively involve citizens through widespread awareness efforts. Claudio Busca, Head of Institutional Relations at Komeco (National Consortium for the Recovery and Recycling of Cellulose-Based Packaging) underlined the importance of environmental education:
“Properly distinguishing between paper and cardboard does not require major efforts, but only small measures that can make a difference. Flattening the boxes, removing food waste and not throwing plastic into blue containers are gestures that, if adopted by everyone, could lead to extraordinary results.”
A correct process recycling for example, it makes it possible to protect millions of trees, significantly reduce water consumption and reduce CO₂ emissions resulting from the production of new materials.
Communication as a lever for change
To involve as many citizens as possible, the campaign promoted by AMA and Roma Capitale is structured through different channels, following a widespread and diversified communication strategy. Street billboards, digital screens in metro stations and buses, as well as commercials shown in cinemas, form a visual mosaic designed to attract attention in an immediate and direct way.
This multi-channel approach also uses the collaboration of influencers and YouTubers with a large number of followers, who are able to convey the environmental message to the younger parts of the population. Giulia Latini, known on social media as “Blondiness”, she is the first testimonial of the campaign.
A greener future, a shared responsibility
The challenge of recycling and responsible waste management cannot rest solely on the shoulders of institutions or public companies. The initiative “LOVE PAPER AND CARDBOARD” represents a concrete call to rediscover the value of participation and civic responsibility. With over three million inhabitants and an unparalleled historical heritage, Rome is committed to rewriting the relationship between the city and the environment.