@MovimentR Hashtags: #MovimentR #3R #Reciclar #Reduir #Reutilitzar Objective: to generate conversations and to spread the message 1.2.2. Social Networks Twitter evolution: Followers New followers: People who have started to follow the assistant @MovimentR Total followers: People who follow the assistant @MovimentR until May 15th of 2011 Tweets: Number of tweets published by @MovimentR Mentions: Number of times that other users have mentioned @MovimentR in their tweets 1.2.2. Social Networks Twitter evolution:

1. PROJECT LIFE 08 INF/E/000187
Meeting
Barcelona, 10th of June of 2011

2. SUMMARY
ABOUT US
THE PROJECT
1. INTRODUCTION
2. TOOLS
3. ACTIONS
• C2-C3
• C4
• C1

3. ABOUT US

4. WHERE ARE WE?

5. WHO ARE WE?
The Metropolitan Authority of Hydraulic Services and
Waste Treatment (EMSHTR) also known as
Environmental Authority (EMA) of the Barcelona
Metropolitan Area, is the Local and Public Authority
created by the Catalan law 7/1987. It is competent in the
management and the treatment of municipal waste of the
33 municipalities of the Metropolitan Barcelona Area. It is
also competent in the water cycle.

6. Area: 560 km2
Population: 3,2 M
Average density of 5,701 population/km2
Budget: 238,6M€

7. SUSTAINABILITY, TECHNOLOGY, COMMITMENT
Sustainability and measurable policies to waste
management
Second Metropolitan Program of Municipal Waste
Management (PMGRM) 2009-2016
– Reduce 10% of the generation with prevention policies.
– Treatment of 100% of the waste.
– Recycle 50% of the waste.
– Energy recovery from the non recyclable waste.
– Minimize the waste for the landfill.
– Obtain the economical sustainability of the whole system (TMTR)

8. Selective collection
5 fractions (organic, paper, glass, packaging and
refuse)
• Collections of bulky waste
• Storage depots

9. • Metropolitan treatment facilities
Treatment model
Esquema del model general de tractament dels residus
a l’Àrea metropolitana de Barcelona
Electricitat i
district heating
Valorització
RESTA
Mecànic biològic escòries
(compostatge)
Valorització energètica D.C. Cendres Volants
Estabilitzat de
RESTA
Compost FORM
FORM
Mecànic biològic
(compostatge o
digestió)
Voluminosos
Triatge / trituració
Restauració de
Envasos pedreres en bales
Lleugers/FIRM Triatge
Deposició controlada
Paper i cartró
Materials
recuperats
Vidre

10. Map of treatment facilities

11. • We need the citizen's involvement to
reach the goals of the European
Directive and the Recycling Society
objectives.
Environmental data
Waste Generations (2010)
Amount 1.577.203 tonnes/year
Per capita 1,35 kg/population and day
Selection of waste collections %
2007 31,36 %
2010 37,22 %
2012 40% (expectative)

12. THE PROJECT

13. 1. INTRODUCTION

14. 1.1. PROJECT
Year 2010: the European LIFE 08/NF/E 000187 Project
begins. Also known as Life COR Project (acronym for
Waste Objective Campaign)
COR is the principal communication instrument to obtain
the objectives of the Metropolitan Programme for
Municipal Waste Management (PMGRM) 2009/2016

15. 1.2. PROBLEM
Citizens are not aware of waste as a major
environmental problem (cleanliness, civility)
There is no awareness of the volume (weight) of waste
generated
The destination and the subsequent treatment of waste
are unknown
This ignorance and the urban legends involving the
credibility of the system limits the separation of
household waste

16. 1.3. OBJECTIVES
To share the Directive Marc and its goal: EUROPEAN
RECYCLING SOCIETY, and therefore the objectives of
the 2009/2016 PMGRM
To improve the understanding of resources - products –
waste
Awareness raising on the need for a sustainable
management system that enables the material and
energy evaluation of materials and contributes to
mitigating climatic change

17. To demonstrate that citizens’ action is essential for
achieving the objectives of the DM and the PMGRM
To encourage citizens to change their habits and
include correct domestic waste management
(separation and selective collection of the different
fractions) in their daily routine, shared by all members of
the family unit
To achieve the rates approved in PMGRM for the 2012:
- 40% of selected collection
- 90% of waste treated before the final disposition

18. 1.4 DURATION
36 months
1st of January of 2010 31st of December of 2012
10th of June of 2011
1.5. BUDGET
1.612.428 €
438.525,97 € spent (27’2%) 31st of December of 2012
31st of March of 2011

19. 2. TOOLS

20. 2.1. TEAM
Creation of a transversal management team for the
project, integrated by technical and administrative staff
that meet every 15 days.
– Project manager: Anna González
– Supervisor: Emili Mas
– Project officer: Sandra Canadà
– Financial control: Segi Abella, Elena Mustarós and Maria Helena Alamán
– Administrative support: Beatriz García
– International relations support: Elena Argelich
– Computer programme support (acció F1) and communication support: Eduardo
Gómez i Xavier Sabaté
– Image and action F2 support: Ursula Solans
– Actions C2 and C3 support: Teresa López, Eva Palomino, Carme Huertas
– Environmental management and action E2 support: Ana Romero i Elena Lacort

21. Training
1. Workshop for all the staff that is involved one way or another
with the project. Programme: The LIFE programme and its
management (Common dispositions) and the communication
campaigns in the digital era.
Duration: 3 hours
When: 10th of February of
2010
Participants: 23 people

22. Training
2. Kick off Life 08 Madrid. Participation next to all the
leaders of the LIFE 08 projects from Spain and Portugal
at the Kick off organized the 2nd of March in Madrid, by
the general management of Environmental of the CE.
The persons that assisted to the encounter were Sergi
Abella, Elena Argelich and Anna González.

23. 2.2. STAKEHOLDERS
Stakeholders
Agència de Residus de Catalunya: Government of Catalonia
Municipalities: the 33 metropolitan municipalities in the area of action of
EMSHTR
Municipal and metropolitan waste treatment and management
companies and service concessions
Individual meetings with the metropolitan city halls:
Barcelona, Cornellà, Esplugues, Gavà, Molins de Rei, Sant Adrià, Sant
Boi, Sant Cugat, Sant Just, Sant Boi i Tiana.
The main metropolitan areas of the Spain state and the metropolitan
area of Porto and Lisbon (Portugal)
CONFAVC (Catalonian Neighborhood Associations Confederation)
Universities (Vic, URL i UB)

24. STAKEHOLDERS
Stakeholders
Training centres for adults
Consumer associations
Neighbours’ associations
Unió de Consumidors de Catalunya (UCC)
NEW INCORPORATIONS
FICMA (International Film Festival for the Environment)
XAL (Local Broadcasting Network)
EMAS Club
Fundació Esplai
IMET (Institut Metropolità de Taxi)

25. 2.3. F1. WEB & BLOG Life COR
Project web available
from July 2010 in
three laguages CAT,
SPA, ENG
Designed to work
with all types of
emacorlife formats.

26. Under
construction

27. 2.4. Life COR Branding
Creation of a specific brand for the project
Creation of a brand manual for its correct application

28. 2.5. F2. INFORMATION BOARDS
A board has been designed with the basic information of
the project and it is respectful with the environment.

29. 2.6. E2. Metropolitan Environmental
Data
• Expected anual publication
• Expected budget: 93.250 €
• Indicators of progress
- 2009 published
Book+Summary+ Pendrive+Factsheet +
Online version http://www.dadesambientals.cat
Languages: Catalan, Spanish, English and French.
Cost: 56.320 €
- 2010 will be published soon

30. ACTIONS

31. C2-C3 ENVIRONMENTAL
EDUCATION
Start date: March 1st of 2010, as planed (C2 & C3)

32. C2. Visits to the waste treatment plants
as tools for training and communication
• Collective visits to the plants for treating and revaluating
waste. The visits are for citizens to see the life cycle of their
waste, the consequences of its generation and management
and the operation of the treatment plants.
•
• The visits to the metropolitan facilities are a very useful
instrument for informing that there is an afterwards for the
waste placed by citizens in containers, and to increase the
credibility of the waste management system.
• The visits to the facilities are for students and adults and will
be led by environmental educators experts in waste.

33. C3. Talks and meetings on waste
• Talks and meetings on waste: waste management;
waste treatment; composting, etc. the talks and meetings
aimed at collectives are leaded by environmental
educators experts in waste.
• This actions offers the following activities:
- School activities
- Themed talks
- Workshops
- Workshops for events
- Participative workshops
• Target: school students, adults and families.

34. C2 Expected results: 15visits/month x 20 people = 10.800 people
C2. Indicator progress: 430 visits with a participation of 7.685
people = 33 visits/month
C3. Indicator progress: 284 talks with a participation of 6979
people.
C2 ADULTS SCHOLARS TOTAL
From 01.03.2010
Visits 112 176 288
Participants 1561 3394 4955
2011 (first quarter) Visits 151
RESULTS: Participants 2730
Results until March
31st. 2010 and 2011 Visits
Participants
439
7685
C3 ADULTS SCHOLARS FAMILIES TOTAL
From 01.03.2010
Activities 27 103 25 155
Participants 456 2999 622 4077
2011 (first quarter)
Activities 129
Participants 2902
2010 And 2011 Activities 284
Participants 6979

35. Expected budget: 78.000 € (C2 + C3)
Total amount of the bills payed (until March 31st):
47.503,52 € (C2+C3)

36. BROCHURES
Supporting material for dissemination
purposes
Expected factsheets
11 waste treatment facilities (1 for each facility)
11 general information publications
Expected budget: 80.000€
(50.000 € x 75.000 units + 30.000 x 20.000 units)
Edited products until December 31st of 2010:
26.200 units
Cost: 26.431,54 €

37. C4. NEIGHBOURHOOD ACTIONS
Programme to encourage the involvement of NGO’s in
the reduction and correct management of waste, mainly
adressed to neighbourhoods associations.
Objective:
They should join the programme and become active
agents in the process and giving power to responsible
citizens.

38. C4. NEIGHBOURHOOD ACTIONS
For legal and administrative reasons they couldn’t start on the
expected date. (Summer 2010).
Solution:
• Change the type of contract form the approved public
agreement to call for tenders.
1)Contracted Know how, creativity and the management of the action
2)Contract of the neighbours association.
• Modify punctually the project changing the budget
breakdown categories.
From other cost to external assistance.
• The objectives do not modify.
• The budget does not modify.
• The activity is concentrated in 12 months.

39. C1. COMMUNICATION
CAMPAIGN

40. 1. THE CAMPAIGN
1.1. Microsite
1.2. Viral Marketing Campaign
1.3. Other Communication Actions
1.4. Street Marketing
1.5. Press and Media
2. KICK OFF EVENT
2.1. Street Event
2.2. Institutional Event
2.3. Workshop with the main metropolitan areas of Spain
and Portugal

41. THE CAMPAIGN
• The campaign began January 30th of 2011 with a street
MK action. It coincided with the Half Marathon of
Barcelona. (+ than 8000 participants)
• It is a long campaign (of almost 2 years), a 2.0 campaign,
designed and monitored from the beginning with social
networks, using viral MK tools and generating very little
waste and emissions.
• Public Tender:
• - Contracted November 22nd of 2010 to Quin Team
S.L. (What’s On)

42. Target group
Young-adults. Internet and new
FOCUS technologies users
GROUP
Online and offline media
POST AMPLIFIER Opinion Leaders
Trend setters
REST OF POPULATION

43. Communication Strategy
Citizen Change of Inform of the
implication Behaviour “after”
Activism as the heart of communication
Social networks and Street MK
Provocative and entertaining communication
Opinion Leaders
Involvement of the local councils
Conventional media to support
“Organic” Communication
Dynamic Update

44. Creative axis
Activism
The 3 “R”
Philosophy 2,0

45. Manifest

46. 1.1. Microsite: www.moviment-r.cat
• Informative and participatory contents
• Tools to share and to encourage the participation
• Social networks
• Regular updating of the following sections:
o News
o Accessions
o Actions

48. Microsite: News editorial

49. Microsite: R Celebrities joining for support

50. Microsite: R Actions

51. 1.2 Viral Marketing Campaign
1.2.1. Digital Video Campaign
The R Command is presented and recruits citizens

52. Broadcasting:
• Social Networks
• Local Mass Media:
o Television
o Underground Channel
o Screens in shopping malls
o Citizen Attention Offices
Recording and shaking of other videos corresponding to:
• Our own events
• Support to the R Movement
• Other events

53. Our own events
The BCN Half Marathon
Uploaded videos: 5
Total views: 1.024

54. Our own events
La Candelera of Molins La Carxofada of Sant Boi
Total views: 185 Total views: 142

55. R Celebrities joining for support

56. R Celebrities joining for support
Total views: 1.508

57. Other events and videos of the EMA
Ludoteca of Sant Boi I Fòrum of Xesc Ecoparc
Total views: 421

58. Another Digital Video Campaign:
“3R and Action”.
• Short TV show of 6 clips with the R Command as the
connecting thread and with recreational tips for the 3R.
• Visualization in:
o Social Networks
o FICMA
o Local televisions (XAL)

59. “3R i acció”
Presentation of the TV show “3R i acció” to people of
reference in the blog, twitts and mass media world.

60. Atipada orgànica Repara, “ o sea”, repara No Matalàs
Reducció Inminent Amor reciclat Reciclar té molt de crèdit

62. YouTube Audience

63. 1.2.2. Social Networks
Facebook: Home page for new users

64. 1.2.2. Social Networks
Facebook: dynamisms at the wall

65. 1.2.2. Social Networks
Facebook: dynamism at our friends pages walls

66. 1.2.2. Social Networks
Facebook evolution:
Users
New users “I like”: People who have enjoyed the page.
Total users of “I like”: People who have ejoyed the page till
May 15th of 2011

67. 1.2.2. Social Networks
Facebook evolution:
Demography

68. 1.2.2. Social Networks
Facebook evolution:
Interactions
Number of times that people (friends or not friends) have
seen a post by The R Movement page

69. 1.2.2. Social Networks
Twitter: daily dynamism of twitts of the R Movement and
retwitts of others…

70. 1.2.2. Social Networks

71. 1.2.2. Social Networks
Twitter evolution
Followers: 341
Twitts: 399

72. 1.2.2. Social Networks
Picasa: Publication of event photography's of the R
movement or of other events where the R movement has
been present.

73. 1.2.2. Social Networks
Picasa

74. 1.2.2. Social Networks
Microsite evolution + Facebook + Twitter

75. 1.2.3. Other communication actions
PONLE UNA R (in process)
Recognition of the initiatives that contribute to the
knowledge and use of the 3R

76. 1.2.3. Other communication actions
Celebrities R
Opinion leaders used as prescriptors

77. 1.2.3. Other communication actions
Contests: 1st Recycled Poetry contest

78. 1.2.3. Other communication actions
Contests:
Awards

79. 1.2.3. Other communication actions
Merchandising.

80. Merchandising.

81. 1.4. Street Marketing
• The R command is an action group that recruits activists in
publics spaces.
• 5 actions
• Filming of the action for its future visualization

82. 1.4. Street Marketing
Mitja Marató BCN 01.30.2011

83. 1.4. Street Marketing
02.05.2011
La Candelera de Molins

84. 1.4. Street Marketing
La Carxofada de Sant Boi de Ll. 04.03.2011

85. 1.4. Street Marketing: audience

86. 1.5. Press and Media
• Systematic communications with the on and offline media
to achieve the maximum amplification of the message.

87. 1.5. Press and Media
On line repercussion

88. 1.5. Press and Media
METROPOLITAN INSTITUTE OF THE TAXI

89. 1.5. Press and Media
Communication pieces for the City Halls.

90. 1.5. Press and Media
Media presence: Campaign launch

91. 1.5. Press and Media
Media presence: Campaign launch

92. 1.5. Press and Media
Media presence: Street Mk

93. Expected 12.31.2012
Kick Off event: 5.000 people
Viral Mk: 250.000 people
Digital YouTube: 200.000 people
Indicator progress 05.15.2011
Kick Off event: +122.000 people
Viral Mk: 335.317 views
Digital YouTube: 4.305 views
Media repercussion: + 507.119 impactes

94. KICK OFF EVENT
30-31st of January of 2011

95. 2.1. STREET EVENT
The R Movement at the Half Marathon of Barcelona.

96. 2.1. STREET EVENT
Adhesives
T‐shirts

97. 2.2. KICK OFF CONFERENCE
Waste and Communication
Indicators of progress: 132 people attending the meeting,
number of cities and waste treatment entities

99. 2.3. COMUNICOR MEETING
Waste and Communication Manager Network
Spain and Portugal
• A Coruña, (Área de Medio Ambiente,
Sostenibilidad y Movilidad del Concello
de A Coruña)
• Asturias, (COGERSA)
• Barcelona (EMSTHR)
• Bizkaia, (Diputación Foral de Medio
Ambiente de Bizkaia)
• Lisboa, (VALORSUL)
• Madrid, (Parque Tecnológico
Valdemingómez)
• Málaga, (LIMASA)
• Oporto, (LIPOR)
• Pamplona
• Sevilla, (LIPASAM)
• Valencia, (EMTRE)

100. Objectives of ComuniCor
• First meeting to propose a Spain / Portugal network of public
management bodies of municipal waste, which meets the following
objectives:
• Exchange of information on communication strategies to implement
the European Waste Framework Directive .
• Joint reflection on communication strategies.
• Exchange, cooperation and coordination of design and production
of communication products for the direct involvement of citizens.
• Dissemination and exchange of programs and products