If used correctly, plastic is the hidden climate champion. With the aVoice project and other global campaigns, ALPLA is addressing the end consumers directly for the first time and is seeking to raise people’s awareness of using plastic responsibly as a valuable material and to engage in conversation with people. Facts, arguments and the courage to engage in debate are playing their part in dispelling the myths surrounding PET and other plastics.
ALPLA has set itself the goal of improving the poor image that plastics have. And it intends to do so honestly, confidently and based on facts. After all, its major advantages over the glass and metal alternatives are undisputed:
- Low carbon footprint – carbon emissions can be reduced by up to 90 per cent by using 100 per cent rPET
- PET bottles are light, highly stable and non-breakable, and are therefore better when it comes to shipment as well as day-to-day handling and safety
- Plastics are affordable, highly versatile and hygienic
‘RAISING AWARENESS HINGES ON EDUCATION. WE ARE NOT INTERESTED IN GREENWASHING AND POLEMICS – WE WANT TO CONVINCE PEOPLE WITH HONESTY AND PRACTISE OUR NEW UNDERSTANDING. THIS IS PRECISELY WHAT AVOICE STANDS FOR.’
In Austria, the aVoice campaign looks at some focal topics. Among other things, TV commercials at the ALPLA headquarters in Vorarlberg and in the federal capital, Vienna, are being used to highlight the advantages of plastic packaging in the areas of food waste, functionality and recycling. A number of online campaigns are being run in the social networks to support this.
Challenging Plastics involves the environmental impacts of various packaging materials used for a variety of products being compared, always taking their entire life cycle into account. It is founded on scientific documentation.
ALPLA is a recycling trailblazer in Mexico and operates a number of recycling plants there. Even so, there is still too little plastic being collected and recycled there. The purpose of Vida Circular is to raise people’s awareness of recycling and the circular economy. It also gives environmental activists and researchers a voice.
Spain and Portugal
The campaign in Spain and Portugal takes a very unusual path. Here, a website was developed which is regularly completely recycled and redeveloped. The website features projects and companies that tackle sustainability and the circular economy in relation to plastic.
Under the motto of #DASKANNKUNSTSTOFF (What Plastics Can Do), we are aiming to familiarise consumers with the many advantages of plastics in all kinds of different areas of life ranging from food and medicine to clothing, sport, leisure and packaging.
The #rePETujemy campaign was launched in Poland back in early 2021. It caused quite a public stir and was viewed very critically. It did, however, allow us to engage with a large number of consumers and discuss plastic as a valuable material with them on equal terms. After all, the overarching idea of all the campaigns is to win people over with strong arguments and thereby raise awareness among the consumers.
In Italy, the motto ‘La plastica è cambiata. Cambia idea sulla plastica’ meaning ‘Plastic has changed. Change your view of plastic’ was developed. The idea is for the viewers to be presented with educational content in social networks, on the website and in the press, and to be encouraged to have a rethink.