The Italian Aerosol Association, the Association of Metal Packaging Manufacturers (Anfima), and the country's national consortia for the recycling of aluminium and steel packaging (CIAL and RICREA), have launched an initiative aimed at educating generation Z and millennials on the responsible use of spray cans and their correct disposal for recycling.
The social campaign is called "Spray Sereno", and utilises an innovative approach - combining music, creativity and environmental disclosure to reach younger audiences in an authentic and engaging way, the organisations said.
The campaign involves emerging trapper artists creating exclusive songs dedicated to the campaign.
"These songs speak the language of the target audience, addressing in a creative and original way the importance of a responsible approach to the use of spray cans," according to the campaign.
It also entails "a 'spray crew', made up of creators passionate about sustainability, who created environmental dissemination content to convey key messages on the correct management of aerosol cans and the importance of recycling."
Furthermore, influencers have been carefully selected for their ability to engage with the target audience. They will promote the responsible use of spray cans via their social media channels.
The campaign kicked off on November 27 and will continue in the first months of 2024.
"It will have an active presence on TikTok and Instagram and demonstrates that awareness-raising activities can also be contemporary, creative and outside the box, helping to shape responsible behaviour towards environment," added the campaign.
Italian organisations target gen Z and millennials with new aerosol recycling campaign
