The SpraySereno initiative is an awareness campaign launched in Italy by the Italian Aerosol Association, the Metal Packaging Manufacturers Association (Anfima), and the national recycling consortia for aluminum and steel packaging, CIAL and RICREA. Its main objective is to educate Generation Z and millennials about the responsible use of aerosol cans and their proper disposal for recycling.
SpraySereno employs an innovative approach that combines music, creativity, and environmental education to connect with younger audiences in an authentic and engaging way. The campaign involves emerging trap genre artists who create exclusive songs dedicated to the initiative, creatively addressing the importance of a responsible approach to aerosol use. Additionally, it features a “spray team” made up of creators passionate about sustainability, who generate environmental education content to convey key messages about proper aerosol management and the importance of recycling. The campaign has an active presence on platforms such as TikTok and Instagram, demonstrating that awareness activities can be contemporary, creative, and innovative, helping to promote responsible behaviors towards the environment.
The first wave of the SpraySereno campaign generated 42 million impressions among the Gen Z Millennials target and returns with a second phase to explain the sustainability of aerosol cans in a clear, simple, and effective manner.
With a spray team of 4 new creators, the goal is to dispel myths and spread best practices related to these incredible products. The campaign is developed on both TikTok and Instagram.
On the SpraySereno campaign website, it explains that aerosol cans, commonly known as sprays, are now safe products for both users and the environment, the result of decades of research and development by European manufacturers.
For more than thirty years, aerosols containing chlorofluorocarbons (CFCs), substances harmful to the ozone layer, have not been produced in Europe. Instead, propellants such as propane and butane are used, which do not cause significant environmental damage.
100% Recyclable Packaging
These cans are usually made of steel or aluminum, allowing for complete and unlimited recycling. For proper disposal, it is recommended to empty the contents completely by pressing the actuator until no sound is heard. It is important not to puncture or tamper with the container to avoid accidents.
Since recycling rules vary by municipality, citizens should follow the guidelines of their local selective collection service.
Operation and Composition
An aerosol is composed of four parts: the body (containing the mixture of product and gas), the valve, the actuator, and the cap. When the actuator is pressed, the gas propels the product outwards through a tube, forming a spray, foam, or gel, depending on its formulation.
From Recycling to a Second Life
When properly recycled, aerosol cans can be transformed into new products, such as urban furniture or metal parts for various uses. Recycled steel and aluminum retain their original properties, allowing them to be reused infinitely without loss of quality.
With this information, the importance of proper waste management and the key role that metal packaging plays in the circular economy is reinforced.
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