It's time to change with Tatay
Client
Tatay
Tatay is a family business founded in Barcelona in the 1930s. It designs home solutions made with sustainable materials so that they are as durable as possible and have the longest possible lifespan.
To promote the circular economy and zero waste, Tatay launched the It’s Time to Change campaign, offering customers at more than 75 hardware stores Tatay Recycling Points where they could replace products that had become obsolete. Tatay took care of collecting them, recycling them and turning them into top-quality products designed to last.
Objectives
SDG 11 | Sustainable cities
and communities
Environmental awareness
Understanding the importance of zero waste and the circular economy
SDG 12 | Responsible consumption
and production
Promoting local commerce
Connecting with local shops so they understand they can become recycling points.
SDG 13 | Climate action
Recycling better
Understanding that recycling is the best option for products that have reached the end of their life cycle
What was done?
Manufacturing of recycling points
In a first phase, Tatay contacted hardware stores and housewares shops to create a network of points where obsolete items could be dropped off.
Go Zero Waste also contacted all the establishments in Catalonia that appear on the app’s collaborative map.
Communication campaign
To maximise participation in the campaign, Go Zero Waste carried out the following actions:
1. A newsletter to all App users in Catalonia so they could discover the campaign.
2. We created the website explaining how the packaging could be recycled; by sending a photo, users could also win a pack of Tatay products.
3. We published several social media posts explaining how the campaign worked and its potential impact.
4. We added all participating locations to our collaborative map on the Go Zero Waste App.
5. We created a challenge campaign on the Go Zero Waste App platform to promote the recycling points. Users could upload a photo of themselves depositing a plastic item in the recycling bin of their local shop.
6. We wrote and sent a press release to local media about the campaign, focusing on the participation of local businesses.
7. We contacted the participating businesses to learn about their experience with the campaign and gather feedback for possible improvements.
Campaign screenshots: app and poster
Results and conclusions
Although participation was low, the campaign served as a pilot to gather valuable lessons and optimise the strategy for future roll-outs at national level.
Positive aspects:
• Close collaboration with local businesses, their involvement and positive reception
• The deployment of multi-channel graphic and informational materials
• Valuable feedback from businesses to adjust the strategy
• A collection of best practices from some of the participating businesses
Areas for improvement:
• The joint communication campaign achieved lower participation than expected.
• The campaign is still relatively unknown to the target audience; it is a long-term strategy.
• Other dates could be considered, such as Back to School or World Recycling Day.
• Work with a wider variety of regional and local influencers.
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