The new awareness campaign, entitled “Very Ours”, aims to make recycling a custom linked to the traditions of the different municipalities, landscapes and natural environments of the Region
The Director General of the Environment, Juan Antonio Mata, emphasizes that properly separating waste to facilitate recycling "should be part of our daily lives and become established as a way of caring for what surrounds us and matters to us."
The Regional Government, Ecoembes, and the Federation of Municipalities of the Region of Murcia continue to promote and support initiatives to improve and encourage citizen participation in the selective collection of packaging. This was highlighted today by the Director General of the Environment, Juan Antonio Mata, during the presentation of “Muy Nuestro” (Very Ours), a new joint campaign to promote packaging recycling. “We want recycling to become an established habit in our municipalities, landscapes, and natural environments, linking it to our shared traditions and ways of life,” added the Director General.
The campaign also marks the launch of the tenth edition of the Region of Murcia Recycling Awards, which will recognize the three municipalities with the best results in the selective collection of light packaging, paper, and cardboard this year. Moratalla, Torre Pacheco, and Beniel were the winners of the previous edition. Juan Antonio Mata emphasized that “with these awards, we are not only recognizing figures, but also a collective effort that begins in homes, is supported by local governments, and translates into a real benefit for the entire community.”
The “Very Ours” campaign focuses on incorporating into the established social imaginary of the Region – the festivals, the gatherings with family and friends, our natural landscapes – a new way of caring for what surrounds us and matters, which is none other than “separating waste correctly so that it can be recycled, making the gesture of depositing cans, cartons and plastic containers in the yellow bin, and paper and cardboard containers in the blue bin, part of everyday life,” added Juan Antonio Mata.
The campaign will run until early December through regional media outlets and social networks, aiming to reach all citizens and reinforce the importance of properly separating packaging waste. The Director General of the Environment emphasized that “recycling is an everyday action that helps us preserve our towns, our landscapes, and our environment. Every time we properly separate packaging waste, we are protecting what defines us, what we feel is ours, and what we want to continue enjoying in the future.”
Collaboration to make recycling a necessary responsibility
For his part, the Secretary General of the Federation of Municipalities of the Region of Murcia, Antonio Moreno, stressed the “essential role of the municipalities in selective collection” and pointed out that “the local councils make recycling a daily habit, and our responsibility is to support them so that they have the necessary tools and advice to continue moving forward.”
In this regard, Juan Carlos Arranz, manager of Ecoembes in the Region of Murcia, stated that “the campaign demonstrates how recycling can be naturally integrated into our daily lives and be another way to care for what we feel is ours,” adding that the collaboration with both the regional government and the federation “is key to continuing to bring the correct separation of packaging closer to the public and making it easier for more and more people to recycle more and better.”
Juan Antonio Mata emphasized the importance of making recycling a shared responsibility: “The sum of thousands of small actions can have a huge impact. Properly separating packaging at home and putting it in the right container is a simple action, but it is essential to reuse materials, reduce waste generation, and move towards a more circular society.”
"We want to highlight the circular economy as a model that seeks to make better use of resources, promote the recycling of products and materials, generate added value and extend their useful life," concluded Juan Antonio Mata.
