Rethink Today, Shape Tomorrow

Rethink Today, Shape Tomorrow

Rethink Today, Shape Tomorrow is Appliances Recycling S.A.’s EWWR 2026 campaign, designed to inspire children and young people to rethink their relationship with electrical and electronic equipment and embrace more responsible consumption habits.

At the heart of the campaign is material sufficiency: making conscious purchasing decisions, buying only what we need, extending the lifespan of products through reuse and repair, and recycling appliances responsibly when they reach the end of their useful life. By turning these principles into accessible, engaging experiences, the campaign encourages the next generation to translate awareness into everyday action.

To bring these messages to life, the campaign adopts a multi-channel, youth-focused engagement plan, combining several key touchpoints:

a. Collaboration with major Greek universities, including the establishment of WEEE recycling corners, educational seminars and interactive activities for university students.

b. An educational webinar for primary and secondary schools, introducing students to responsible consumption, material sufficiency, and the importance of reusing and recycling electrical and electronic equipment.

c. The launch of the second edition of the “Prasina Pinela” (“Green Paintbrushes”) School Creative Competition, encouraging students to explore environmental themes through creativity and artistic expression.

d. A free educational poster and activity booklet, developed in collaboration with POLI COOL, a Greek educational content and publishing brand, for distribution to primary schools.

e. A multi-channel media collaboration with MAD TV Greece, engaging young audiences through television, radio and social media.

Through education, creativity and youth-focused communication, Rethink Today, Shape Tomorrow aims to make material sufficiency tangible and empower young people to rethink what they consume, make better use of what they already have, and take action for a more circular future.