Source : Citeo ; Citeo/Adelphe Annual Report 2023 – estimated data. Recycling rate for household packaging : Citeo’s estimate for the entire sector, which needs to be consolidated.
million items of packaging end up on the streets every day*
1 280
agreements signed between September 2023 and December 2024
35%
of the territory covered
* Source : Study on litter tonnage in urban environments, Citeo
our collective achievements
At Citeo, we’re speeding up the ‘3Rs’! Reduce packaging, introduce Reuse on a national scale, Recycle by developing sorting and new channels and fight against abandoned waste : discover what we have collectively achieved to accelerate the adoption of more responsible and circular modes of production and consumption.
On the reduction front, the situation is changing !
Environmental, industrial, technological, societal : to meet today’s major challenges, we must collectively change gear. Let’s mobilise all the levers, for all the packaging, with all the players, starting today. Here are some of the main challenges we need to meet.
Activating the levers of collection, for all materials and all packaging, everywhere and at all times
Modernising and rationalising sorting centres to capture more and better quality packaging for recycling
Developing recycling yields, secondary sorting and new streams for plastic packaging
Combating littering and all forms of pollution
1/3
of the country covered by action plans to combat littering*
Using financing agreements and plans to combat littering with local authorities, associations and cleaning operators
Making the preservation of land and marine biodiversity the focus of awareness campaigns, from the youngest age
Making Extended Producer Responsibility a key principle in the fight against pollution on an international scale
*Between September 2023 and December 2024
inspiring stories
Yes, there’s still a lot to do. But there are also plenty of projects, success stories, determination and synergies to accelerate the transition of our models towards greater sustainability. Shall we tell you about them ?
#Reduction E-du-ca-tion! That is one of Citeo’s watchwords, particularly when it comes to reducing packaging. It’s difficult for consumers to distinguish between ‘the right amount of packaging’ and excessive packaging. Our experts are speaking out, particularly on our social media channels, to help people better understand what are often technical realities.
11 is the number of detailed, substantiated proposals we have shared in the run-up to the European elections in June 2024.
These proposals, which are still relevant today, set out a clear, shared vision for those involved in the circular economy, with a view to improving Europe’s economic and environmental performance.
#Reuse Thanks to their call for proposals entitled ‘EncoRE plus de réemploi’, Citeo and Adelphe are encouraging field trials. One example is the ‘Instructions for re-use’ project, which opens the doors of one of its stores for us. Take a look !
A key measure of the French Anti-Waste Law for a Circular Economy (AGEC Law), prevention and eco-design plans have challenged and are now guiding companies strategies to reduce the impact of their activities on the planet. We review the situation.
#Collect & Sorting In the run-up to the Paris 2024 Olympic Games, how could we help Marseille to introduce packaging and paper sorting in public spaces and sports venues ? One of the keys to success was consultation and collaboration between all stakeholders. Christine Leuthy-Molina, Citeo’s Regional Director for the south of France, and her partners, tell us all about it.
Is my packaging recyclable?
TREE makes it easy to answer this complex question.
The tool devised by Citeo enables manufacturers to assess the recyclability of their packaging using a reliable methodology and with complete autonomy.
#Recycling Go behind the scenes of the 2nd plastic packaging secondary sorting centre in France, financed by Citeo and operated by Suez in Epinal. Discover how artificial intelligence ensures that (almost) nothing escapes recycling…
IPC x Citeo : a 4-year partnership and €2 million to develop R&D projects on plastic packaging. The focus is on reducing, reusing and recycling, of course!
#Littering 2024, an Olympic year. Who better than our champions and ambassadors to get the message across, in particular when it comes to littering. Wendy Renard, international footballer, and Patrick Deixonne, sailor and explorer, share their commitment to civic responsibility and their practical advice in this video.
From sorting and collection right up to the gates of recycling plants, the action taken by local authorities on the ground is key. How can you speed up performance while keeping management costs under control? Focus on the challenges, solutions and best practices in the regions.
We have over 420 staff ! A fantastic team to accomplish the missions of Citeo and its subsidiaries, with solid expertise at every stage of the packaging and paper value chain. Their shared DNA ? ACTE ! stands for four shared values that guide their day-to-day work : Anticipation, Collective, Transmission and Engagement. Organised into 6 divisions and 2 subsidiaries, they are committed to delivering impact and performance.
Implements client strategy through a strategic analysis of Citeo’s market environment and positioning. Anticipates new issues to be addressed, manages the rise in tonnage and sets pricing. Develops high-quality relationships and support with and for Citeo’s client partners. Provides customers with smooth, straightforward administrative management of all EPR streams.
This team coordinates and ensures the coherence of the operational activities at the core of Citeo’s services.
Eco-design & Reuse : anticipates and determines the strategy for reducing the environmental impact of packaging and paper. Trials and develops reuse solutions to complement reduction and recycling.
Operations & Regions : implements the strategy and rolls out projects as part of regional operations with local stakeholders (collection, sorting, out-of-home waste, combating littering, development flows, and other schemes).
Recycling : implements the operational recycling strategy, secures and develops streams to maximise recycling and reduce environmental impact. Monitors implementation of the recovery and recycling agreement, and steers R&D activities.
Digital Factory : facilitates and deploys all IT activities and digital solution development, in collaboration with all business sectors.
Product Management : ensures the strategic alignment of IT projects, coordinates cross-functional projects, and assists with the development of processes and IT project phases to maintain control, guarantee impact and anticipate risks. Develops a culture of impact monitoring.
Innovation : develops monitoring activities and innovation projects to help accelerate 3R solutions.
Society and Consumption : monitors, develops and disseminates knowledge of changes in society and citizen consumer behaviour.
Designs and implements communication and mobilisation initiatives aimed at engaging all of Citeo’s audiences, in particular the general public, in 3R practices and uses (reduce, reuse, sort and recycle), through various channels, mass media, digital and social media and events.
Supports growth and creates the conditions for achieving Citeo’s objectives. Monitors the social climate, ensures social dialogue, develops skills and seeks to ensure that resources are allocated appropriately. Develops the culture and provides support for managers and their teams, and adapts the environment and working methods.
Promotes a regulatory and policy framework tailored to the company’s priorities. Manages corporate communications and oversees relations with institutional and press stakeholders, in order to enhance Citeo’s reputation. Oversees legal activities, secures business activities, guarantees compliance within Citeo, and manages governance and consultation.
Supports the various departments in their projects and achievements by shoring up the company’s commitments and its financial trajectory. Provides financial and management oversight of operations. Strengthens the internal control and risk management culture. Measures and reports on our environmental, economic and social impact.
Adelphe, a subsidiary of the Citeo group, works to reduce the environmental impact of packaging, particularly in the wine and spirits, food services and healthcare sectors. Supports businesses in the 3Rs, provides financing for local authorities to collect and sort packaging, and raises public awareness of best practices and habits.
A subsidiary of the Citeo group, Citeo Pro is currently the only approved producer responsibility organisation for food service packaging EPR. Supports companies in eco-design initiatives for packaging used in cafés, hotels and restaurants. Develops collection, sorting and recycling, in synergy with the system already in place for household packaging, alongside retailers, food service professionals and waste management operators. Citeo Pro has positioned itself within the new EPR for industry packaging.
A subsidiary of Citeo in charge of single-use absorbent and paper hygiene products, is currently being established. Its goal is to organise this new area of activity for the Group’s businesses and provide its clients with advice, expertise and services. The precise scope of this new Extended Producer Responsibility scheme is being determined as part of the regulatory framework.
About Citeo
Citeo is a mission-led company established over 30 years ago to reduce the environmental impact of packaging and paper marketed in France.
« To tackle the environmental crisis and speed up the changes that are vitally needed, Citeo seeks to encourage and support economic stakeholders in developing production, retail and consumer practices that protect our planet, its resources, biodiversity and the climate. That is our corporate purpose. »
Citeo offers reduction, reuse, sorting and recycling solutions to companies in the fast-moving consumer goods and retail sectors.
More than 80,000 companies are Citeo clients.
2024 overview and 2025 prospects
“Our business has never been so meaningful and useful”
Jean Hornain reflects on the year’s achievements and highlights, and outlines the prospects for 2025.
Jean Hornain Directeur général de CITEO
What is your assessment of Citeo’s activity in 2024 ?
One of the highlights was the launch of the second edition of our Call for Proposals (CFP) on reuse, with €50 million invested to support nearly 250 initiatives.That’s 100 more projects than last year, testifying of the momentum of reuse throughout France. Another major development transforming our regions is the CFPs conducted with local authorities. In 2024, an unprecedented number of applications were received, and 400 proposals were selected. In terms of out-of-home sorting, the proposals received will increase the number of sorting facilities from 5% to 25% across the country. Although we are still far from full coverage, this is nonetheless a major step towards enabling people to sort their waste everywhere, all the times. The magnificent Olympic and Paralympic Games in Paris have also accelerated the sorting process, from stations to stadiums. Through large-scale campaigns, we have encouraged our fellow citizens to ‘give it their all’ when it comes to sorting and combating littering – 80% have been reached via our TV adverts – but also to adopt emerging responsible consumption such as bulk, refills and reusable packaging. I’d also like to highlight the effectiveness of our campaigns aimed at the 6–18 age group, with 6 million children and young people reached in 2024, four times more than last year.
Do these actions have a positive impact on sorting and recycling performance ?
Yes, they do. Along with simplifying the sorting process, all these actions are helping to increase sorting : 1.5 kg more packaging sorted per inhabitant in 2023, out of a total of 72 kg of packaging and paper sorted. These positive figures have a direct impact on recycling rates : 67% for packaging – including an increase of almost 3 points for plastic packaging compared with 2022 – and 63% for paper, up 3 points. We are making progress, even if we have not yet reached the European recycling targets.
Was the creation of new EPR streams an opportunity for Citeo ?
We are not pushing for the creation of new EPR streams, but when they are created, It’s a given that we will use our expertise to help reduce the environmental impact of all packaging, by supporting our existing clients in activities other than household packaging, as well as new economic stakeholders. As the only approved EPR Producer Responsibility Organisation for food service packaging, our new subsidiary Citeo Pro hopes to take action on all industry packaging in the future by offering a tailored solution, without disrupting existing systems. This year, Adelphe has onboarded food artisans and fresh food shops, to whom it provides specific support. And our new subsidiary, Citeo Hygiene and Personal Care, is ready to apply in 2025 for the single-use absorbent and paper hygiene products EPR stream.
It’s a given that we will use our expertise to help reduce the environmental impact of all packaging
In 2025, what projects must Citeo achieve ?
I’d like to start by reiterating our ambition : a 100% circular economy for packaging and paper that uses as little material as possible, for as long as possible, and recycles it all. How ? By deploying our 3R strategy.
In terms of reducing single-use packaging, the aim is to involve two or three key markets in significant reduction initiatives. It is essential to provide a major impetus for all markets to make these changes, and to aim for widespread adoption of best practices, such as focusing on essential packaging features. As far as reuse is concerned, we need to successfully roll out the regional loop devised by the ReUse initiative, which starts in May : 30 million standardised reusable packaging items available for 16 million consumers in 4 regions of France. 2025 will also see the launch of the polystyrene yoghurt pot recycling stream, where the recycled material can be used to make yoghurt pots (a first), as well as other plastic resins. As a result, we will increase the proportion of recyclable plastic packaging from 65% to 85%, partly thanks to the ongoing eco-design initiatives, which complement recycling.
Another highlight on the international environmental agenda is the third United Nations Ocean Conference, to be held in Nice in June. Our commitment to the negotiations for a global treaty to combat plastic pollution, over 1,200 abandoned litter agreements signed with local authorities, and awareness-raising initiatives on our educational tour with Expedition 7ème Continent or during the Vendée Globe, all demonstrate our unwavering commitment to preventing and tackling pollution. Let’s not forget the mission at the heart of our corporate purpose, of which the increasingly frequent climate disasters are a cruel reminder : to preserve resources, biodiversity and the climate. The teams at Citeo and its subsidiaries are fully engaged and mobilised. In the context of the environmental urgency, our business has never been so meaningful and useful.
Following the publication of various reports on the Extended Producer Responsibility model in 2024, will it change in the coming months ?
I hope so. While progress has been made, not all the levers identified to achieve the collective reduction, reuse and recycling targets have been pulled. And yet financing levels continue to increase : by 2025, the costs of running the household packaging and graphic paper stream will have doubled compared to 2020. Our current model, where financing and performance are not correlated, has reached its limits. How can we facilitate collective action and improve the environmental and economic performance of the sector ? I propose to decisively open the debate and encourage a discussion to clarify the roles and responsibilities of each stakeholder, while respecting the issues at hand, and to ensure that they have the capacity to act. Now is the time to work together to build a balanced system with our collective goals in mind.
Reduction
On the reduction front, the situation is changing !
Companies are committed to eliminating non-essential packaging and reducing the remainder to a strict minimum, while minimizing waste. Required by law and demanded by consumers, such efforts are increasingly visible on the shelves. And to speed things up, we are working with industrials in each sector and activate 5 levers that will make the difference.
5 levers that will make a difference
+20% more packaging in fifteen years. How can we substantially reverse the upward trend in the marketing of single-use packaging? Companies are now well aware of the need to optimize weight, size and empty space, but on average this only results in a 2% reduction in packaging. That’s not enough. To go further, it’s vital to re-evaluate all packaging features based on the fundamental needs of the product (protection, transport, information) and the environmental impact generated. And this applies to all materials ! 5 levers can make a difference :
Eliminate bulk packaging, such as cardboard boxes or plastic film around batches of crisp packets ;
Develop larger sizes to offer the same amount of product with less packaging ;
Promote flexible containers, preferably refills, while endeavouring to make them recyclable ;
Rethink certain features, because sometimes providing too much user comfort or convenience comes with a high environmental cost;
Experiment with solid, concentrated or diluted products that provide the same quantity of product. From solid shampoos to shower gels and concentrated deodorants, the hygiene and beauty industry is starting to take the plunge !
So where do we start ? The first step is to define the challenges for each lever, and then the industrial sectors (and therefore the products) for which the deployment of each of these levers seems appropriate. Our outlook for 2025: to launch specific projects and studies to identify and experiment with solutions adapted to our products.
It’s vital to re-evaluate all packaging features and the environmental impact generated
Look before you leap
It’s standard practice to review existing practices before embarking on a project. Thanks to the reduction positioning tool developed by Citeo’s teams, corporate clients can now determine whether their packaging is heavier or lighter than what is already on the market. Benchmarking enable us to position our reduction project against the competition, but above all to define concrete objectives and identify areas for improvement : rethinking the weight, dimensions and thickness of our packaging, and more generally, rethinking our packaging and its features. The analysis is currently available for: water, soft drinks, juice; meat, deli products, ready meals ; deodorants, sprays, aerosols ; beer ; and yoghurt.
That’s the slogan chosen by Citeo to mobilise citizen consumers and businesses to reduce packaging. One of our key actions is an online tool that enables consumers to report packaging that they think is excessive and enables brands to receive support from Citeo to help them make changes. Too large, too heavy, too empty, non-essential… the reports received via the platform are forwarded to the companies concerned and are analysed by our eco-design experts. This feedback also enables them to better understand how consumers perceive packaging, and to identify weaknesses and opportunities for reduction.
SEE platform : 400 issues reported between May 2023 and September 2024
Two studies that provide new insights on reduction
An analysis of the issue of empty space has been conducted, listing more than 30 (good) reasons why empty space can exist in packaging, grouped into 3 themes: empty space linked to product properties, empty space linked to the packaging process, and empty space linked to marketing and sales issues. This first deliverable provided a better understanding of the issues surrounding empty space in packaging, which may be perceived as unnecessary and wasteful. Work began in the second half of 2024 to look at ways of reducing the empty space in packaging, with a particular focus on a few specific products and their lines.
A study into the restitution rate of packaging showed that optimizing tube thickness by 33% also improved product restitution by over 13%, helping to reduce the impact of waste. Overall, flexible packaging (particularly doypacks) achieved better results in terms of restitution (over 97% compared to around 90% for rigid formats).
Reuse
New reuse stream, new consumer habits
Reusable packaging, bulk, refills…reuse is on the rise. To prepare for the challenge of scaling up, a trial is currently in preparation in 4 regions of France and will be rolled out in 2025. Financing of projects and communication with consumers are helping to establish these new responsible consumer practices as part of daily life.
Reuse is increasing fastest in the north-west of France
Pays-de-la-Loire, Brittany, Normandy & Hauts-de-France regions: Starting in spring 2025, 4 pilot regions will host a reuse scheme in supermarkets for food products. The first standardised reusable packaging will be available on the shelves of stores for several types of product (beverages, groceries, etc.).
Pooling schemes, delivery, packaging, display, collection, and rinsing: these reuse loops are designed in collaboration with all stakeholders across the entire chain. Invitations to tender, calls for proposals and calls for expressions of interest will be used to select the stakeholders who will take an active part in this change of scale, across all aspects of the project.
16 million citizen consumers in 4 regions of France will have access to a food superstore reuse service in 2025
R-coeur packaging is getting ready to launch
A new kind of packaging is being produced by Citeo’s glass manufacturing partners: engraved with an R (for reuse) and marked with a heart for easy identification, suitable for multiple reuse loops, easily interchangeable between products and customizable by brand: these are the key features of the packaging that will be used from the end of 2024 and during the regional pilot in 2025 (see above). Work to date includes the production of moulds, prototyping, and tests of robustness and ability to withstand multiple washing cycles. As a result, 6 types of glass container will be introduced over the coming months: bottles and jars.
Other projects currently in the pipeline include wine bottles, PET plastic bottles and R&D to produce stainless steel or plastic trays for fresh produce.
* Provisional dates depending on feedback from trials and tests, and order volume availability
6 types of glass container will be introduced over the coming months: bottles and jars.
Financing and supporting pilot projects
What do a bulk unit for skin care products, a machine for collecting reusable packaging and a reuse scheme for supermarkets have in common? These projects are all winners of the call for proposals launched by Citeo and Adelphe, ‘EncoRE plus de réemploi’. In 2023, 144 projects were selected, with unprecedented funding of €33 million. Of these projects, 67 benefit from specific support from Citeo’s teams because they offer the potential for standardisation, innovation or pooling. In 2024, it is even better, we are nearing 250 projets and a financial support going up to €50 million (estimated at the end of december 2024). Citeo is encouraging pilot projects by bearing some of the cost for all stakeholders, companies, local authorities and solution providers.
Our team and some of the prize winners at the Bulk and Reuse Fair (Salon du vrac et du réemploi) in May 2024.
250 projets and a financial support going up to €50 million in 2024.
‘Reuse again and again’ : one campaign, 3 new uses
The aim of the ‘Reuse again and again’ campaign is to familiarise people in a simple, practical way with the 3 types of reuse – bulk, refills and reusable packaging. Launched in November 2024, just a few months before the regional operation on reusable packaging in 4 regions of France, it involves consumers in the daily lives of people who have made a positive choice in favour of reuse.
TV, social media, digital… this campaign was rolled out across several media platforms to reach as many people as possible, regardless of their level of knowledge, practice or perception of reuse. It will continue in 2025.
RecyclE
Sort everything all the time, recycle more and better
By mobilising and providing support, citizen consumers are encouraged to sort systematically. Specially adapted equipment and simplified sorting rules are designed to help them do so. Without sorting, there can be no recycling ! At the end point of the process, recycling is advancing and improving, thanks in particular to new streams for plastic packaging.
Calls for proposals for waste collection give a boost to France’s historic ‘yellow bin’
Since 2018, calls for proposals for waste collection have supported local authorities’ efforts to improve their performance. A mid-term review in 2023 shows that it’s working : +34% for light packaging (cardboard, plastic and metal) and +10% for glass packaging. Expenditure for glass (in €/tonne) fell by 5.8%.
To do even better, the 2024 call for proposals focused on the following levers : improving the performance of plastics, metals, paper and glass, as well as the capture of cardboard and fibrous materials ; reducing rejection rates at sorting centres ; and implementing incentive-based tariffs. It’s 140 more projects supported by Citeo.
Call for proposals 2024 : 367 initiatives supported, 17 million inhabitants concerned, 80 000 additional tonnes
From house to street: never break the sorting chain
We’re on course to meet the target of universal selective collection in public spaces by 1 January 2025. The 169 projects supported by Citeo in 2024 will make it possible to pass from 5% to 25% of territory equipped with out-of-home sorting.
The major sporting events of 2024 have accelerated the introduction of permanent sorting facilities in sports venues… but that’s not all! From train stations to stadiums, fan zones and villages, sorting was possible during the Paris 2024 Olympic Games and the Vendée Globe. A legacy of these thrilling events, these facilities will continue to be used.
And for sites whose packaging is not collected by the public waste prevention and management service (such as company offices or cinemas), we will be offering support for the recovery of sorted packaging and paper from 2025.
Things are moving fast in the French overseas territories
Geographically and culturally specific, the French overseas territories need bespoke support – especially as they are home to a wealth of biodiversity. Spotlight on some of the measures implemented in these regions.
Motivating the public to sort : since 2022, from the French West Indies to the Indian Ocean, awareness-raising campaigns have been designed to take into account the cultural specifics of each territory… and with a sense of humour, thanks to the character Mamie Noutri ! They complement actions on the ground during major events, such as the Grand Raid on Réunion Island.
Local recovery and recycling : 75% of waste from the French overseas territories is exported for recycling. To develop the circular economy in these regions, we are supporting 10 local recycling projects. What does that look like? Developing recycling lines, urban furniture made from packaging with no other outlet, or producing solid recovered fuel.
Sorting, even in remote areas : such as Maripasoula, located in the Community of Communes of West Guyana, in the heart of the Amazonian Park. The area, accessible only by canoe and plane, is equipped with a collection system to enable its 9,177 inhabitants to sort their waste.
Citeo is also committed in Mayotte, with a wide-ranging programme of action and increased support in 2023 and 2024 following the island’s water crisis.
€15 million in financial support for 17 local authorities in the French overseas territories for waste prevention and management in 2023.
1, 2 and now 3 secondary sorting centers
These are one fundamental component of the new recycling streams. After passing through a sorting centre, secondary sorting centres process plastic packaging for which recycling streams are currently being developed, and which account for small volumes today but should reach 100,000 tonnes in one or two years’ time : yoghurt pots, opaque and dark PET bottles and PET trays. Equipped with the latest technology, and sometimes even artificial intelligence, they enable extremely precise sorting to produce a very high quality of material for recycling plants, in particular for re-manufacturing food packaging. The Ruffey-lès-Beaune and Epinal sites (with a total capacity of 55,000 tonnes/year) opened in 2024. A third site, at Mende, will be commissioned and opened in 2025. 2025 will also be the year in which the recycling channel of compact polystyrene yoghurt pots becomes operational.
littering
Fighting littering has begun
Litter on our streets and in our natural spaces is a real problem, with serious environmental, health and economic consequences. How can it be avoided so as to protect rivers, seas and oceans ? Understanding, identification, prevention and clean-up are the key concepts behind the work we do with cleaning operators and our partners.
Studies to better understand the issue
This is a new subject that is not easily addressed. What is litter ? Why does it happen? Where exactly is it found, how much of it is there? …So many questions which still need to be addressed to tackle this problem. Whether on our own or in partnership, we have launched two major studies in 2023 and 2024. The first study assessed the amount of litter in urban areas, and its composition, during 4 data collection campaigns in more than 195 towns and cities. It shows that 1% of the packaging sold in France every year ends up on the ground, whether unintentionally or not – that’s 6.4 million packaging items every day. The most common items are plastic and paper bags, cans and plastic bottles. A second study, which is ongoing, aims to assess the presence and dispersal of litter in natural environments. Other studies on clean-up techniques and their cost have also been launched.
Agreements and plans to take more effective action
This is one of our flagship schemes for supporting local authorities responsible for public sanitation: agreements, combined with plans to combat littering. Between September 2023 and November 2024, more than 1,200 agreements were signed, enabling local authorities to receive financial support depending on their size. To do what? To implement cleaning initiatives, as well as identification and prevention measures. Paris, Nantes, Marseille, Lyon, Bordeaux, Strasbourg… that’s 1/3 of the country benefiting from these initiatives on the ground. Key actions include identifying littering hotspots, establishing ‘green brigades’ to raise awareness among residents, and cleaning up areas, with increasingly environmentally-friendly practices (switching to electric, limiting water consumption, etc.).
Agreements have also been signed with the authorities responsible for managing natural areas such as the Calanques and Guadeloupe National Parks, the Grand Site Salagou and the Iroise Natural Marine Park.
1280 agreements on litters signed between Citeo and local authorities
A campaign to mobilise people more effectively
With our first campaign on the subject launched in June 2024, and under the slogan ‘On ne lâche rien !’ (We’re Not Giving Up !), we want to change the perceptions associated with litter. No, they are not always the result of antisocial behaviour : litter can be dropped by anyone.
The campaign encourages us to do the right thing : pick up, keep, sort or throw away our rubbish. The campaign’s TV adverts feature characters in situations that could result in them dropping litter on the ground, but at the crucial moment, everyone gets their act together, takes positive action and does the right thing.
Broadcast on TV, radio, online and on social media in particular, the campaign appealed to 87% of those questioned in our studies, and 90% wanted to be more vigilant about not leaving litter on the ground or in the environment after seeing the campaign.
These promising results mean that we can look forward to a second wave in 2025, with our ideas being revived or adapted.
Partnerships to include biodiversity in our campaigns
We work with an ecosystem, in particular associations, to test, experiment and produce tools for local authorities and public stakeholders. Here’s a brief overview.
To get our messages across to the public with Clean Habits : with the national ‘Keep it, sort it’ programme to raise awareness of the right thing to do in natural areas that do not yet have sorting facilities. There’s also the national ‘little litter’ campaign to raise awareness of the impact of small items of litter and remind people to do the right thing.
To develop ready-made tools for the stakeholders we wish to support : with FRENE (the French Nature Education Network) and the development of an education-harnessing tool for public sector nature managers and leaders; with MerTerre and the production of a critical analysis of the Adopt 1 Spot scheme, to better estimate the impact and understand the key conditions for success.
To improve our knowledge of certain areas and better address their problems : with Mountain Riders, to better understand the challenges of mountain environments and propose appropriate actions and tools; since 2024, with the French League for the Protection of Birds, to relay to local authorities and managers of natural areas clean-up practices that have a minimal impact on biodiversity.