On the occasion of World Environment Day, the Hellenic Recovery Recycling Corporation (HERRCO), which for 25 years has played a key role in developing and establishing Packaging Recycling in Greece, presents its new integrated 360° communication campaign aimed at strengthening environmental awareness among citizens.
With the central message “Packaging recycling is not a trend. It is a mindset. A way of life.”, the campaign encourages citizens to turn environmental awareness into everyday action. At a time when sustainability is a shared responsibility, recycling stands out as one of the simplest yet most impactful choices we can make. Real change begins with our habits, and a simple stop at the Blue Bins and Blue Bells can make a meaningful difference for the environment. HERRCO emphasises that Packaging Recycling does not require major sacrifices, but rather consistency, proper information and active participation. It is a simple daily action with a significant environmental footprint, one that can easily become part of everyday life.
The campaign is implemented through a comprehensive 360° communication plan, leveraging a wide range of media and outreach activities to maximise public engagement. These include digital, print, radio and television advertising. At the same time, the recycling message reaches commuters through advertising in the Athens Metro, while it is further amplified via creative visuals and a short film screened in cinema networks across the country. The initiative is also supported by targeted social media content, as well as local actions carried out in collaboration with Municipalities across Greece, bringing the message of recycling closer to citizens at community level. Key highlights include a central event held at the National Garden on 5 June in cooperation with the Municipality of Athens, as well as a two-day activation at a major shopping centre on 6–7 June, where visitors of all ages participated in interactive digital games and activities focused on Packaging Recycling.
The campaign is structured around three core pillars designed to strengthen public understanding and engagement. The first focuses on what we recycle, providing clear guidance on the materials accepted in Blue Bins and Blue Bells, including paper, plastic, aluminium, steel and glass packaging. The second explains why we recycle, highlighting the environmental and social benefits of Packaging Recycling. The third focuses on how to recycle correctly, offering practical instructions on proper sorting and disposal, with the aim of improving recycling quality and reducing contamination in the Blue Bin stream.
Commenting on the campaign, HERRCO Chairman Mr. Michael E. Economakis stated: "For 25 years, HERRCO has been investing in public information and awareness with the goal of strengthening Packaging Recycling in Greece. Through our new campaign, we highlight recycling as one of the most powerful tools we have to reduce waste, conserve valuable resources and actively protect the environment. Today, we do not need more words about the environment—we need more action. Every citizen’s participation matters, and every item placed in the Blue Bins and Blue Bells is a conscious choice for a better future. Packaging Recycling is not a trend. It is a way of life—and it is in our hands to make it part of our daily routine."
