Communication as a tool for changing habits in local waste management. Gijon experience

By project CLEAR CITIES

Published on 13 March 2025

Spain

Principado de Asturias

Gijón

About this good practice

EMULSA Medioambiente has implemented various communication initiatives aimed at transforming the waste management habits of Gijón’s residents, to increase recycling rates, with a particular focus on the proper disposal of organic waste (bio-waste). One of the most significant efforts has been the awareness campaign promoting the use of brown containers, which have been installed across different neighborhoods in recent years.
This campaign has been designed to educate citizens on the importance of separating organic waste and encourage their active participation. Through a combination of digital and traditional media, EMULSA has shared informative content, including social media outreach, educational workshops, and direct engagement with local communities. Additionally, public events, printed materials, and interactive sessions have played a key role in raising awareness about the environmental benefits of proper bio-waste disposal.
By emphasizing the role of each individual in improving waste separation and recycling processes, these initiatives have sought to foster a collective commitment to sustainability. The success of these efforts relies on continuous public engagement and the adaptation of strategies to maximize participation and long-term behavioral change.

Expert opinion

Biowaste constitutes around a third of municipal solid waste, therefore its effective management is essential to achieve EU recycling targets and create a circular economy. Proper sorting and separation by households and businesses is the cornerstone of biowaste recycling, without which effective treatment is very difficult. Practices such as this one, which educate the public about correct separation practices are therefore of vital importance. Gijón sets a good example for other regions by adopting segmented communication strategies, and maintaining consistent messaging over an extended period. Data transparency and community engagement activities are also key success factors which other regions should take note of. The practice directly supports the implementation of the EU Waste Framework Directive, which has made separate collection of biowaste obligatory since the start of 2024.

James Ling

Works at Interreg Europe Policy Learning Platform

Resources needed

budget 150.000 € (10 years), graphic design, communication strategy and tactics, planning of communication actions

Evidence of success

According to municipal data, the recycling rate has increased from 17% in 2010 to 35% by 2025. This increase has been progressive and sustained, with peaks coinciding with specific awareness campaigns.
Waste Reuse: Starting in 2015, EMULSA promoted selective collection programs for the reuse of bulky items, textiles, and electrical appliances. Reuse rates have tripled between 2015 and 2025.
Waste Reduction: Per capita waste generation has decreased by 12% since 2010.

Potential for learning or transfer

EMULSA's campaigns have been central to achieving these results. Some keys:
Audience segmentation and personalized messages: The campaigns have been designed for different social groups (children, youth, adults, businesses), adapting the messages to maximize their effectiveness.
Use of multiple communication channels: Since 2010, EMULSA has diversified its media, moving from traditional posters to social media, mobile apps, school activities, collaborations with neighborhood associations, and public events.
Thematic campaigns and continuity: Initiatives such as "Cleaner Gijón, everyone's task," "Organic yes, but properly separated," or "Reuse, give away, repair" not only raised awareness but also offered practical tools to citizens. Continuity and consistency in the messages have reinforced collective learning.
Transparency and public data: EMULSA has supported its campaigns with accessible reports that show the evolution of the data, which has helped build trust