RetuRO, the company responsible for managing the Deposit-Return System (DRS), has launched an extensive and comprehensive media campaign with the aim of providing consumers with the best possible information and explaining the importance and benefits of this project.
The Deposit-Return System will be officially launched on November 30, 2023, and the information campaign “Hora Reciclării” outlines the steps consumers need to follow in the process of returning packaging and reclaiming their deposit.
The new communication campaign aims not only to announce the implementation of the Deposit-Return System and encourage Romanians to adopt new recycling measures but also to educate the public about their role and significance in ensuring a cleaner and greener environment. The creative concept behind the campaign supports RetuRO’s communication objectives, fostering a strong sense of collaboration and active participation among Romanians.
Gemma Webb, CEO and President of the RetuRO Directorate, stated:
“The most valuable investment we can make is in a greener and cleaner future. With the launch of the Deposit-Return System, we commit to building a country where packaging is no longer a burden on the environment but an opportunity to engage in truly planet-friendly actions.
Every step we take together, every package returned, and every deposit reclaimed make a significant contribution to protecting our environment. We are witnessing a major transformation, and each one of us can be an agent of change.
We know that change requires time, patience, and understanding. That is why this campaign is only the start of this educational process. As beverage containers with DRS logo will progressively reach the shelves of almost 80,000 retailers over the next months of 2024, we will focus on building awareness and a strong understanding of how DRS works.”
Mircea Fechet, the Minister of Environment, Waters, and Forests, added:
“Each step in developing the Deposit Return System brings us closer to the future we desire for Romania. We have just 45 days before this initiative becomes a tangible opportunity for collective effort and to bring about significant change in how we manage waste and protect the environment. However, our commitment must be long-term. We are confident that, starting with the third year of operation, the system’s efficiency will exceed 95%, contributing significantly to waste reduction and environmental impact.
This is, perhaps, the biggest and most important step related to waste management in Romania in the last 30 years. We believe that this initiative will benefit us, both as individuals and as a nation, more than we can imagine. Romanians are eager to adopt the Deposit-Return System, understand how it works, and how to utilize it.
The reaction of civil society is the first signal we’ve received, confirming that we are taking a decisive step in the right direction for Romania. For Romanians, this system is quite straightforward. Every citizen who contributes by returning a beverage container plays a vital role in the success of this initiative. This is a significant tool, a commitment undertaken with passion. This initiative is not just a policy; it is a heartfelt project. It’s a vision for a greener, cleaner future, and we are all called to engage. Beyond the Deposit-Return System, I would like every Romanian to understand that they are not just paying 50 bani for a simple package they are actually adding a deposit for a better future.”
Through this media campaign, RetuRO aims to ensure a significant presence of key messages across all audience categories and through all communication channels, including television, radio, online media, social platforms, OOH, events, and more.
This campaign will be followed by the actual launch of the Deposit-Return System on 30th of November 2023, which will focus on instilling the habit of returning and collecting packaging among consumers.