Reduce. Re-use. Re-purpose.

A new educational character will be introduced several weeks prior to the European Week for Waste Reduction (EWWR). During the EWWR campaign week, a strong emphasis will be placed on promoting and engaging audiences with the character through various social media channels, further expanding its visibility and reach within the community.

A series of social media stories and posts will showcase how the character educates and inspires children to adopt waste prevention practices, encouraging them to reduce waste generation and explore opportunities to reuse and repurpose items. Through engaging and child-friendly content, the character will demonstrate practical ways of giving a second life to unwanted materials rather than discarding them.

In addition to the character-driven campaign, the Region will publish a range of informative and visually appealing social media posters presenting creative ideas for repurposing everyday items. These posts will promote sustainable consumption habits and encourage the public to extend the lifespan of products by finding new and innovative uses for objects that might otherwise be thrown away.