Communication campaigns
The Ecoinstaladores programme, launched by Fundación ECOTIC in 2011 with the strong support of Spain’s leading installers’ associations, aims to encourage the collection and proper management of waste from air-conditioning and refrigeration equipment. This important initiative targets sector professionals, promoting good practices in the safe removal and recycling of these units, which are essential for advancing towards a circular economy.
In 2024 we continued the “Gente Comprometida” (Committed People) campaign, a milestone in the programme’s history. The campaign clearly introduced a refreshed visual identity and a stronger audiovisual approach, including a television spot, a digital media presence, outdoor advertising and a roll-out strategy that began in Catalonia and will extend in 2025 to other regions such as Madrid, Murcia, Extremadura, Andalusia, the Balearic Islands, the Valencian Community and Aragon. This new phase has increased visibility and highlighted the crucial role installers play in the proper management of waste from air-conditioning units and other electrical and electronic equipment.
Under the slogan “No es lo mismo reciclar, que reciclar bien” (“It’s one thing to recycle and another to recycle properly”), the goal is to raise awareness within the professional community about the importance of correct management from the moment of removal. The aim is clear: to involve more and more professionals committed to responsible practices that meet environmental standards.
Throughout the year we also strengthened the programme with training and outreach activities, offering tailored solutions to make waste collection and treatment easier in professional settings. Today, Ecoinstaladores has a presence throughout Spain and maintains agreements with organisations such as Agremia (Madrid) and FEGICAT (Catalonia).
The programme’s visibility has been further enhanced by our participation with information stands at key industry events including EFINTEC at Fira Barcelona, the EFICAM Fair at La Nave (Madrid), the Exhibition and Forum of Installation and Distribution Companies of the Community of Madrid, EscoFeria in Alicante and Trobafira in Cornellà de Llobregat. These actions have helped strengthen our ties with professionals, expand our network of partners and move towards a more efficient and sustainable management model.
The “Digitalización Sostenible” campaign is actively and jointly promoted by Fundación CEOE, Fundación ECOTIC, and various extended producer responsibility collective systems (EPRCS) for WEEE (AMBILAMP, Ecoasimelec, Ecofimática, Fundación Ecolum, Fundación ECOLEC, ERP España, and Fundación Eco-Raee’s) with logistical support from Fundación SEUR.
The initiative aims to reduce the digital divide by reusing electrical and electronic equipment at the end of its life, thus promoting a circular economy model with strong social and environmental commitment.
Now in its fourth edition, the campaign has achieved excellent results: 11,674 computer devices and components were collected thanks to donations from more than 120 companies and self-employed professionals across Spain. Through reconditioning processes, 45% of this equipment was reused, while the rest was properly recycled, allowing the recovery of valuable materials and avoiding environmental impact.
The reconditioned devices were distributed by Fundación SEUR in collaboration with more than 80 NGOs nationwide. This has provided access to technology for over 25,000 people through various social programmes, actively helping to bridge the digital divide and promote equal opportunities.
Beyond its social impact, “Digitalización Sostenible” also delivers significant environmental benefits. The reuse and recycling of this equipment have prevented the emission of more than 329,000 kilograms of CO2, reducing the carbon footprint and directly contributing to the fight against climate change.
This programme clearly shows that technology can enjoy a second life and continue to create significant value – not only from an economic perspective but also from a human and truly sustainable one.
The “Otro Final es Posible” campaign, run by ECOTIC in close partnership with the Regional Ministries of Environment, Housing and Spatial Planning and of Education of the Government of Castile and León, continued during the 2024–2025 school year with an excellent and enthusiastic response from the education community.
Active since 2014, this initiative aims to raise pupils’ awareness of the importance of recycling and reusing waste electrical and electronic equipment (WEEE), fostering values such as sustainability, circular economy and responsible consumption from an early age.
During this edition, educational activities and selective WEEE collection were carried out in 103 schools with the collaboration of teachers and the active involvement of pupils.
A total of 686 workshops were held, involving 15,018 students, and 19,190 kg of WEEE were collected and managed safely and in an environmentally responsible way, with reuse prioritised whenever possible.
The campaign continues to establish itself as a key educational tool for building environmental awareness and sustainable habits among younger generations, proving that another ending is indeed possible for our electronic devices.
Circular Place is a socially focused digital marketplace where producers and distributors of electrical and electronic equipment donate surplus stock or returned items to NGOs and vocational training centres. This initiative provides a responsible and effective way to prevent waste generation, combining sustainability with social action.
The project was created by AMBILAMP in collaboration with the extended producer responsibility collective systems (EPRCS) that make up OfiRAEE. Working alongside organisations such as AMBILAMP, ECOASIMELEC, ECOFIMÁTICA, ECOLEC, ECOLUM, ECO-RAEE’s and European Recycling Platform, ECOTIC continues to promote solidarity projects in key areas such as vocational training and the fight against energy poverty.
The initiative was recognised with the 2023 Sustainability Action award from CompromisoRSE for its contribution to reducing waste from electrical and electronic equipment. Thanks to the support of producers and distributors, 55,688 products have already been donated to non-profit organisations and educational centres. This model not only helps protect the environment but also supports social initiatives aligned with circular economy principles, helping to combat social exclusion and energy poverty.
From 21 June to 14 July 2024 the 11th edition of Comparte y Recicla took place, one of Spain’s largest toy-collection campaigns. During these weeks, families donated toys at El Corte Inglés, Hipercor and Mail Boxes ETC outlets nationwide.
Thanks to these donations, thousands of toys were reused and reached children in vulnerable situations. This year the campaign also made further progress on inclusion: in collaboration with Fundación Orange and La Fábrica de Palabras, some of the toys were adapted so that children with functional diversity could enjoy them.
A new feature was Pulpi, a charity soft toy created from recycled cuddly toys that were no longer fit for play. A symbol of the circular economy whose proceeds help sustain the campaign itself.
Of the 137,942 kg collected, ECOTIC recycled more than 9,800 kg of electronic toys, preventing the emission of 24 tonnes of CO2. Fundación SEUR provided charitable transport, ensuring efficient logistics with lower environmental impact. In total, toys were sent to 92 organisations, benefiting 24,382 children with 27,709 toys.
With the support of Mediaset, the campaign again reached thousands of households across Spain, proving that giving toys a second life is also a way to care for the planet and build a fairer future for all.
To encourage sustainable habits and make recycling easier for the general public, extended producer responsibility collective systems (EPRCS) launched a collaborative and coordinated action to improve waste collection through retail channels.
Backed by ECOTIC together with Ambilamp, Ecoasimelec, Ecofimática, Ecolec, Ecopilas and European Recycling Platform, the project piloted recycling in ten shopping centres in Alicante, Barcelona, Burgos and Madrid.
These centres installed next-generation recycling containers designed for visitors to safely and conveniently dispose of lamps, batteries, small electrical appliances and fluorescent tubes.
ECOTIC took part in awareness campaigns and electronic equipment organised in different regions of Spain by public authorities, professional associations and schools.
At the end of 2024, the Agència de Residus de Catalunya (ARC) launched the fourth edition of “Recicla’ls Com es Mereixen”, a communication campaign to encourage selective WEEE collection.
The campaign, carried out in collaboration with representatives of local councils and the Barcelona Provincial Council, was funded by ECOTIC and other EPRCS in the WEEE distribution sector.
Maintaining the visual style introduced in 2021, this year the campaign went a step further with an original and catchy trap-style song that coined the term TRAPARELL (trap + aparell, Catalan for “appliance”), accompanied by the message “Recicla’ls Com es Mereixen” (“Give them the recycling they truly deserve”) and a bold graphic design featuring the letter “O” with a RAEE logo.
Alongside the main 45-second spot and its social media versions, four short videos starring actor Marcos Franz were released, aimed at audiences less familiar with recycling. These explained what WEEE is and how and where to recycle it correctly.
Initiated by the Government of Castilla-La Mancha, this initiative aims to promote the proper recycling of a wide range of waste: lightweight packaging, paper and cardboard, glass, electrical and electronic devices, as well as organic waste.
Coordinated by extended producer responsibility collective systems (EPRCS), the programme carried out an extensive calendar of awareness-raising activities in 2024, reaching more than 68,000 people across the region. In total, over 3,000 activities focused on waste prevention, selective collection, reuse and recycling were held.
The effort successfully reached 965 centres in 337 municipalities, including targeted specific actions in areas at risk of depopulation – nearly 30% of the municipalities visited have fewer than 1,000 inhabitants.
ECOTIC collaborated with RAEE Andalucía at the 23rd edition of the Science Fair held at the Palace of Exhibitions and Congresses in Seville. Once again, through RAEE Andalucía we engaged with young people to highlight the importance of recycling electronic waste.
With an estimated 30,000 visitors, including students, teachers and science communicators, the event created a lively and accessible learning environment for all.
The 6th National WEEE Congress was held in Córdoba on 3–4 October, bringing together experts and professionals from the electronic waste management sector to discuss topics such as the circular economy, WEEE regulations and the new electronic management platform.
During the congress, several key points on WEEE management in Andalusia were highlighted. Over the past decade, the region has doubled its WEEE collection, surpassing 53,000 tonnes in 2023. Currently, nine collective and around 25 individual organisations operate there, managing 82% of all WEEE collected.
Close collaboration between public authorities and EPRCS has been essential in significantly improving WEEE collection and recycling in Andalusia, reinforcing the region’s strong commitment to sustainability.
The event was also a heartfelt moment to honour Joan Riba, the first Managing Director of Fundación ECOTIC, who passed away on 11 September at the age of 76. Our Managing Director, Andreu Vilà, spoke on stage to pay tribute not only to his professional vision but also to his humanity, ability to inspire others, approachability, and passion for the environment.
The “Dona Vida al Planeta” campaign, which raises public awareness of the importance of WEEE recycling, reached its fifth successful edition in 2024. It visited 550 municipalities across Andalusia’s eight provinces, carrying out more than 860 engaging street-marketing activities and making stops at 16 shopping centres, 560 retail outlets, and the campuses of all nine public universities in the region.
The initiative is actively promoted by RAEE Andalucía and strongly supported by the Regional Ministry of Sustainability and Environment of the Andalusian Government, the Andalusian Federation of Municipalities and Provinces (FAMP), and the EPRCS operating in the region: ECOTIC, Ambilamp, Ecoasimelec, Ecofimática, Ecolec, Ecolum, Eco-Raee’s, and ERP España.
The “Repara, Reutiliza, Recicla” campaign closed 2024 on a highly positive note, consolidating its role as a key initiative for promoting the repair and recycling of waste electrical and electronic equipment (WEEE) in the region. In total, more than 2,000 kilograms of WEEE were recycled, thanks to the mobile workshop van, which also served as a mobile recycling point.
This travelling initiative visited 127 municipalities across Castilla-La Mancha, 58% of which are in areas of severe or extreme depopulation, reaching 27% of the region’s population.
Around 3,200 people took part in activities organised in the mobile workshop, which acted as a meeting point for giving advice on repairing and recycling electrical and electronic equipment.
The City Council of León promoted this initiative in June 2024, with the support of ECOTIC and Ambilamp, to raise awareness of the importance of recycling and properly managing WEEE.
In the previous edition, residents of León recycled a total of 342,043 kilograms of WEEE, meaning each person recycled an average of 2.8 kilograms of this material, according to 2023 data.
“Recicla con los 5 Sentidos” is an important environmental education and awareness initiative promoted by the Valencian Government in close collaboration with the extended producer responsibility collective systems (EPRCS).
Its main goal is to encourage active citizen participation in recycling across the Valencian Community through free, interactive in-person workshops. These informative sessions cover various types of waste, including light packaging, glass, paper and cardboard, as well as small WEEE.
ECOTIC took part in the first day of the Generació Reset project, promoted by the Government of Catalonia and the Agència de Residus de Catalunya (ARC), in collaboration with Andròmines and Eduxarxa. The project aims to raise young people’s awareness of the environmental and social issues linked to the production of electronic devices and is aimed at secondary school, baccalaureate and vocational training students.
The campaign promotes the implementation of local initiatives for repairing and recycling mobile phones in educational centres, while providing educational materials for schools to develop their own projects.
The Government of the Balearic Islands launched the “Som gestió de residus” campaign, an awareness-raising initiative that highlights society’s shared responsibility for the proper separation, reuse and recycling of waste. The campaign is part of the European Week for Waste Reduction and will run until March 2025, helping to meet European targets for the circular economy.
Coordinated by the Directorate-General for Circular Economy, Energy Transition and Climate Change, and involving 11 EPRCS including ECOTIC, the campaign features a range of actions such as short audiovisual clips, advertising on public transport and street-level activities.
