For many years now, the Government of Catalonia has had campaigns to encourage recycling and they have always had a fairly warm, educational tone.

We decided to change tack, making children the center of our campaign. They appeal directly to the general public and tell them, frankly and event bluntly, about the consequences of not recycling.

With the slogan “Reacciona” (React), this was a turning point in the code used for these institutional campaigns.