Erion WEEE, a company specialising in the management of Waste Electrical and Electronic Equipment, recently launched a bold awareness campaign titled “Se te ne fotti sei fottuto” (roughly translated “If you don’t care, you’re screwed”).
The intention of this initiative is to provide the public with information on the correct disposal of WEEE and to encourage the use of free recycling services. A few weeks ago, we had the pleasure of discussing another linked initiative made by this company, which concerns the exhibition called called Materia Viva Experience.
The global issue of Waste Electrical and Electronic Equipment (WEEE), or e-waste, is becoming increasingly urgent. According to the Global E-Waste Monitor 2024 by UNITAR, show that global e-waste generation increased from 34 billion kilograms in 2010 to an estimated 62 billion kilograms in 2022.
This trend is expected to escalate to 82 billion kilograms by 2030. Of concern is the fact that, only 22.3% of this waste is currently documented as formally recycled, leaving vast quantities to be managed informally, often with severe environmental and health repercussions. Improper handling releases hazardous materials like mercury and brominated flame retardants, threatening ecosystems and communities globally.
Italy is facing its own challenges in managing e-waste. While European Union directives, such as the EU WEEE Directive, set out strict recycling standards, Italy’s recycling rates are still below the EU’s ambitious targets.
Campaigns such as Erion WEEE play a vital role in addressing this issue by raising awareness about the benefits of proper e-waste disposal and connecting the public with accessible recycling systems.
The campaign, which runs from November 18th to December 31st, 2024, also coincides with the high-consumption periods of Black Friday and the holiday season. This allows us to address the surge in purchases of electronic devices.
The campaign features eye-catching messages that highlight two key services available to consumers:
- The “1 vs 1” service enables customers to return old electronic items to retailers when purchasing new ones of a similar type.
- The “1 vs 0” service allows customers to return small electronics (up to 25 cm) to major electronics stores without any purchase requirement.
Despite the legal provisions in place, awareness remains limited. A recent survey by Erion found that only 48% of Italians were aware of the “1 vs 0” option, while 69% were aware of the “1 vs 1” option.
The campaign comprises 4,000 installations across 14 Italian cities, including Rome, Milan, and Naples. It utilises a range of advertising channels, including LED walls, public transport ads, and digital content on social platforms such as Facebook and Instagram.
The bold and thought-provoking approach to the messaging is designed to capture attention and inspire action, emphasising the environmental and economic benefits of recycling electronic waste instead of stockpiling it at home.
This initiative therefore encourages individual responsibility while also reinforcing the commitment of manufacturers within the Erion WEEE consortium to sustainable practices.
The objective of the campaign is to increase public participation in WEEE recycling in order to recover valuable materials for reuse and thereby reduce the environmental impact.
It is clear that addressing e-waste requires systemic reforms. These should include improved infrastructure for formal recycling, stricter enforcement of extended producer responsibility (EPR), and educational initiatives to shift consumer behaviour.
As e-waste generation continues to outpace recycling efforts globally, it is vital that campaigns like Erion WEEE’s are implemented to foster a culture of environmental responsibility and innovation in waste management.