Coca-Cola HBC Romania, Bucharest, Romania was presented with the Stevie Award for Public Affairs Communications or PR Campaign of the Year, in the PR awards categories at The 2010 International Business Awards banquet in Istanbul on September 27.
When Romania became a member of the European Community in 2007, EU legislation required that Romania increase its waste recovery to 60% by 2013.
The main challenges for the country to reach this target were the lack of an integrated waste-management system with appropriate legislation—and the need to educate the population on separate collection.
Coca-Cola HBC Romania, part of the Coca-Cola Hellenic Group, took a leading role in Romania’s efforts to build an integrated system to recover packaging and to provide an awareness campaign for the general population. Separate collection and recycling represent the main sustainability directions of the company.
Coca-Cola HBC Romania’s Community Programs team, led by Laura Sgarcitu, an experienced Public Affairs & Communications Specialist, had three objectives: to promote a legislative framework to support a waste management system; to make a significant contribution to attaining the national target set by the EU; and to promote the importance of separate collection and recycling at a national level.
A 2008 study carried out by the Institute of Marketing and Surveys in Romania (IMAS) had revealed that only half the Romanian population collected separately. In 2009, the Community Programs team at Coca-Cola HBC developed a platform on separate collection, the two major components of which were a lobbying program aimed at outlining a legislative framework for separate collection in Romania, and an educational campaign targeting the public.
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