The international jury of the Polaris Awards, the global competition held in London that celebrates excellence in strategic communication across the public sector, awarded Rome Capitale in June for the best government campaign in the category of services, programs and issues related to the environment.
The award-winning advertising campaign is by The Washing Machine agency and was distributed across multiple media from December 2022 to January 2023. Ironic and visionary, it combines the history of ancient Rome with modernity, directly involving citizens and the city’s many guests: the protagonists of the environmental awareness campaign are some classic Roman statues that throw garbage in their correct container (glass, paper, organic or plastic and metal).
The headline “Rome is not indifferent” invites everyone to make a contribution with separate waste collection by promoting increasingly virtuous behaviors: an act of love and respect for a city with a millennial history.
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