SPAIN LEADS THE WAY WITH THE #REUTILIZAYA CAMPAIGN IN MADRID

By Stopp Project REUSE CAMPAIGN 0 Comments

The Spanish awareness campaign #ReutilizaYA (“Reuse Now”), coordinated by Sustainable Innovations (SIE), took place in Madrid with the aim of promoting a cultural and behavioural shift towards reusable food packaging. Centred on five short social media videos, the campaign highlighted different perspectives across the reuse value chain — from consumers and hospitality businesses to researchers and EU institutions. Using a modern, influencer-style format, the campaign effectively connected with citizens through dynamic and authentic storytelling.

The campaign achieved strong engagement across platforms, with more than 6,000 total impressions and over 300 interactions. LinkedIn proved to be the most successful channel for professional dialogue, while Instagram reached younger audiences and boosted visibility. Citizens expressed a clear willingness to adopt reusable packaging when supported by affordable and convenient options. Businesses, on the other hand, called for stronger policy incentives, while research and institutional voices provided technical credibility and regulatory context.

Overall, #ReutilizaYA demonstrated that reuse is both a practical and emotional driver for change. The campaign showed that citizens, businesses, and institutions share a growing sense of responsibility for reducing packaging waste. Its results underline that the key to advancing reuse lies in aligning motivation with influence — empowering individuals, supporting businesses, and reinforcing trust in EU-led sustainability policies

Watch all the reels here and activate the auto-subtitles if necessary:

CONSUMERS: