Por:
Diana Asimbaya
Ejecutiva de Comunicación Corporativa AEI
Corporación Favorita, Supermaxi y Megamaxi a nivel nacional crean la campaña ‘La basura en su lugar’ para promover la correcta separación de desechos mediante la implementación de fundas de colores que permiten dividir los desperdicios en orgánicos e inorgánicos. Dado que la mezcla de residuos es un causante del problema ambiental, la campaña busca sensibilizar, educar y crear hábitos para que los clientes no entreveren la basura.
Corporación Favorita, realizó un cambio disruptivo al darles a sus clientes una herramienta que les permita ser cada vez más consientes de cómo manejan sus residuos mediante la distinción de tres colores: la funda verde es para desechos orgánicos, funda azul contendrá residuos reciclables y la funda negra tendrá basura común. De esta forma empezaron a crear una consciencia ecológica, dado el alto impacto que generan como supermercado. A su vez, están fomentando una cultura de reciclaje que los llevará al siguiente nivel que es el aprovechamiento de residuos.
El proyecto se viene trabajando desde el año 2008 , puesto que las fundas son oxo biodegradables, mismas que en la actualidad son fabricadas con el 50% de material reciclado. De esta forma Corporación Favorita muestra su compromiso con el cuidado del medio ambiente y prioridad que da a tratar de lograr un segundo uso para elementos como el plástico, cartón, papel.
Buscando cumplir con la normativa INEN y a la vez generar valor a la cadena de valor, la campaña se ideó junto a los departamentos Corporativo y de Mercadeo de Corporación Favorita. Por la fuerza que esta tomando el tema ambiental, la campaña tuvo mayor apertura e impulso, se logró interacción en medios tradicionales (prensa, televisión). También, tuvo presencia en los locales con material POP y la gestión efectiva de redes sociales.
A futuro, se espera aplicar esta campaña en diferentes formatos y filiales. Así pues, en 2018, se anunció la creación de GIRA, una empresa de reciclaje que será parte de Corporación Favorita. Con esta implementación, el objetivo es crear un centro de acopio donde las personas pueden dar un segundo uso a los desechos, al igual se implementarán nuevos puntos limpios. Además, junto con el municipio de Quito, se busca trabajar con recicladores de base y así dar a conocer dónde se pueden depositar los desperdicios para que sean reutilizados.
Finalmente, la correcta división de residuos beneficia al planeta, a los individuos y a la economía. Ya que aumenta la vida útil del relleno sanitario, mejora la calidad ambiental del entorno (ciudad) y beneficia la condición de trabajo de los recicladores o recuperadores informales. Así mismo, se puede aprovechar de mejor forma los residuos sólidos como materia prima de nuevos productos; convirtiéndose así en una nueva alternativa de negocio para personas sin empleo o para los grupos organizados.
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