In line with our values and purpose, at ECOTIC we see communication as a key tool for building awareness. It is not just about informing but about inspiring and mobilising everyone involved towards responsible waste management. Our communication reflects who we are, what we stand for and how we work to foster a genuine ecological transition.

In 2024, we made significant strides with our awareness campaigns on reuse and recycling, targeting both professionals and society at large. We know that raising awareness is vital to encouraging greater collective environmental responsibility, and for us it remains both a commitment and an ongoing challenge.

In the professional domain, we further strengthened the “Gente Comprometida” (Committed People) campaign, part of the Ecoinstaladores (Ecoinstallers) programme, with a comprehensive media strategy across different regions that included a television spot and a strong presence on digital, social media, and outdoor advertising channels. This new and highly visible phase has helped highlight, promote, and showcase the keyrole of installers in the proper management of waste from air-conditioning units and other electrical and electronic equipment.

For our digital presence, we focused on more visually engaging content across our social networks, providing materials that are more appealing, creative, and tailored to our audience. We also expanded our channels by launching an Instagram profile, offering a new, more visual and direct way to connect with a wider and more diverse audience.

On the social front, we continued to promote initiatives that combine sustainability with social commitment. The “Digitalización Sostenible” (Sustainable Digitalisation) campaign, aimed at businesses, has become an effective solution for responsibly managing obsolete electronic equipment. With an increasing focus on reuse, it has contributed to higher collection rates and helped meet circularity targets.

Meanwhile, the “Otro Final es Posible” (Another Ending Is Possible) campaign, aimed at schools, has continued to make a positive impact by raising awareness among students, families and teachers about the importance of extending the life of electronic devices. Together, these campaigns have helped to promote reuse, recycling and the reduction of the digital divide, fostering sustainable habits both at home and in professional settings.