As a team we decided that our target group will be Millennials. A generation that is the center of attention and research for its controversial social behavior. On the one hand Millennials is a technologically driven self -centered generation and on the other hand is a sensitive, caring, and active generation which holds the key for any upcoming change to the world. We are aiming to raise awareness about responsible consumption and production through recycling. Based on our research the percentages of recycling materials are really low (glass-19%, plastics-7%, food-13%, fabric-8%)
We believe that this target group will respond immediately and hopefully will motivate more and more people to help find solutions. We will achieve this by supporting already existing campaigns like H&M’s CONSCIOUS — SUSTAINABLE STYLE, which technically encourages consumers to bring their old clothes for recycling and give them 15% discount on next purchase. Moreover, H&M has its own clothing collection made out of recycled fibers. We will also try to organize our own campaigns and social experiments by using technology in the selfie era in order to contribute into raising awareness, decreasing the disposable waste and create a balanced environment.
As a team we have one goal and that is to help people create an Eco life, a better life. Our guide is one Sustainable Development Goal: Responsible Consumption and Production.
Our team decided to focus first on a local level by sharing some photos of various city locations to draw the attention of the citizens and gradually raise awareness of the city’s enormous garbage problem. One main reason for the radically increasing amount of the urban waste is that the majority of people don’t recycle. Ιn fact in 2010 Greece was ranked in the last place in the European Union in the list of countries that recycle. This was because there are no motives for the people or for the companies to be part of recycling programs.
Year after year, Greeks seem to be inactive concerning recycling but that doesn’t mean that this situation can’t or won’t change. The core of Greece’s problem is the lack of education. Citizens are not informed correctly about recycling and as a result they do not include it in their daily lives. Although most of the municipalities in Greece have placed blue bins in many locations which are used for recycling paper, plastic, glass and other materials people use them to throw anything usually out of boredom. We come to the realization that the mentality of the Greek people is formed this way to not include recycling in their lives and not understanding its crucial magnitude.
So our goal is to raise awareness about becoming the change you want to see in the world. Zoom out from ourselves and zoom in on responsible consumption and production, through the 3Rs, which are reduce, reuse, and recycle. Furthermore, let everyone acknowledge efficient use of natural resources, recycling and reduction of waste through multiple campaigns and social experiments. A special focus will be given on the educational system by adding an environmental class to schools so that children will be correctly informed about recycling and how to include it in their daily lives from a young age.
Photo by: Google images
Our three member team is consisted of Izabella, Katerina and Margaret- third year students of Communication Media and Culture department of Panteion University, Athens Greece. In the context of Dare to Challenge Lab under the supervision of our professor Betty Tsakarestou we were assigned project/challenge that has to do with Sustainable Development Goals with social impact. Our chosen SDG is Responsible Consumption and Production, which is about promoting resource and energy efficiency, sustainable infrastructure, and providing access to basic services, ECO life for all. It’s implementation helps to achieve overall development plans, reduce future economic, environmental and social costs. We will focus on raising awareness about reduce reuse and recycle norms through our platform and app.