The film takes the form of a movie-style trailer for ‘The Awakeners’ in which waste bin Richard Rubbish ‘suffer[s] disrespect, until one day, he stood up’ and is helped by shopping bags Impulse Inga, Chubby Charlie and Routine Robbie. Viewers are then told to ‘join “The Awakeners” at and turn rubbish into a resource.’

The Generation Awake campaign was launched in 2011 and focuses on raising awareness about resource efficiency and the circular economy. According to the EC, it targets the general public and shows what can be done in a daily life to reduce waste and use natural resources like water, energy, wood and metals more wisely.

It aims to target 25- to 40-year-olds with a special focus on young urban adults and families with small children.

The campaign also features on social media website Facebook and it invites citizens to take up challenges like reducing food waste and cutting water use.

Liz Gyekye

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