Young Italians to become R-Generation ambassadors

All press releasesDec 15, 2015


Everyone is gathered at the starting line for the fourth “COLLECTING PLASTIC & SOWING OUR FUTURE” educational campaign which, this year, visits Rome, Naples and Palermo

Milano, November 2015 – November 16th, saw the launch of the fourth “Collecting Plastic & Sowing Our Future” itinerant educational campaign promoted by Nestlè Vera, a Sanpellegrino brand that has always been environmentally friendly and pro-active in the social/economic life of areas close to its water sources.

This year’s initiative involves primary schools in Naples, Rome and, for the first time, Palermo. Its educational impact has drawn the support of the Ministry of the Environment and the relevant municipal authorities, and it avails of the precious cooperation of local refuse companies.

Nestlé Vera mineral water wants this campaign to inform Italian primary school children on the importance of recycling, help them join the R-Generation, raise their awareness on good PET recycling management and teach them to respect the environment from younger age.

Packaging plays a key role as it allows mineral water – which by law must be bottled at its place of origin – to arrive on consumers’ tables pure and exactly the same as when it flows from the spring. PET is the ideal material for this as it is light, safe and environmentally friendly – because 100% recyclable.

“After the success of the first editions, we are eager to once again launch this educational competition for youngsters which this year visits Naples, Rome and Palermo,” affirmed Stefano Agostini, CEO of the Sanpellegrino Group. He continues: “R-Generation is not just a competition between classes and schools; it is a first step in their education to respect and protect the environment, starting from correct waste management. We want to stress the impact of our everyday actions on the environment around us and teach citizens from a very young age to recycle PET which, when properly collected, becomes a great resource.”

Schools entering the competition will challenge each other in every city for the title of the “Top R-Generator School”. From 16 November 2015 to 30 January 2016, pupils will be asked to place PET bottles and containers in special bins given to participating schools. The local refuse companies – AMA Roma Spa in Rome, ASIA Napoli Spa in Naples and RAP in Palermo – will collect the contents regularly. The school that fills the largest number of bags with PET in each city, based on pupil numbers, will be awarded the title of the “Top R-Generator School” for that city and win a gym kit in RPET, recycled PET.

This year’s competition does not end there and has major new features: in a special section of the website, every class can create an R-Generator Class Diary and record its recycling activities with pictures, photos and comments. The class producing the most creative, original and thorough diary between 16 November 2015 and 28 February 2016 will become the “Top R-Generator Class” in its school and receive R-PET bags containing gadgets for its school.

This year’s awareness campaign also reaches out to families. Between 16 November 2015 and 28 February 2016, the perfect “R-Generator Family” will upload a creative and original photo and a short explanation or slogan illustrating PET recycling in their home to a private area at The best photos – one for each city – will win the family a chance for their children’s class to attend an educational recycling workshop with experts.

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