To mark the start of The European Week for Waste Reduction (EWWR) 16-24 November 2019, Pro Carton – the European Association of Carton and Cartonboard manufacturers – has officially launched The Carton Campaigners: five cartoon characters that illustrate the 5Rs of Responsibility. Reflecting the values of Pro Carton, EWWR aims to mobilise as many actors as possible to implement actions that raise awareness of waste reduction, product reuse and materials recycling.
The newly formed Carton Campaigners has five members as Pro Carton believes that for a circular economy to be achievable, the widely known 3Rs of Recycling – Reduce, Reuse and Recycle – must be updated to include ‘Renew’ and ‘Replace’. To help Pro Carton in its mission to spread the word, The Carton Campaigners has been created to give each crucial action its very own mascot.
Together, the famous five represent a clear set of guidelines in which brands and consumers can take responsibility for their consumption habits and reduce the levels of packaging going to landfill. This creative initiative follows a call from Pro Carton last year for the 3Rs of Recycling to be updated to the 5Rs of Responsibility.
The fun characters will be incorporated across a number of Pro Carton’s initiatives including the TICCIT (Trees into Cartons, Cartons into Trees) programme which aims to teach primary school aged children about the circular economy.
Introducing the Carton Campaigners
If the right materials are chosen, packaging doesn’t harm our environment. With 85% of paper and cartonboard packaging in Europe being recycled, Ricki Recycle is here to show that boosting recycling rates – through an increase in the recyclability of packaging materials and improved recycling services for both consumers and businesses – is a solution. Ryan Reuse represents packaging that can be reused multiple times, for the same or a different purpose, offering significant benefits in terms of sustainability and productivity. Small but mighty, Rhianna Reduce teaches us that one way to slow the detrimental impact on our planet is to reduce the amount we buy, and brands to reduce the amount of packaging used.
The newer members of the Carton Campaigners include Ronnie Replace, demonstrates how switching non-renewable or sustainable materials for more environmentally friendly alternatives such as cartonboard is a great solution which helps brand appeal. Renée Renew tells the story that the best way to achieve a circular economy is to choose packaging which is truly renewable, such as cartonboard which comes from sustainably managed European forests.
Speaking about the launch of the new cartoon characters, Tony Hitchin, general manager of Pro Carton, said: “We’re really excited to launch our 5Rs characters – each one really brings to life the message that we are trying to share. In the current climate, the 3Rs are no longer enough to resolve the issues we’re facing worldwide. But if we demonstrate the importance of the 5Rs of responsibility – by enlisting the help of The Carton Campaigners of course – then I believe that together we can tackle the consumption of damaging materials so there is hope of a brighter future for our environment.”