JTI and sustainability, #iolabuttolì is back: The anti-littering campaign with Casa Surace and other content creators this year starts again with cities and people

Save the Planet and JTI Italy's initiative against the abandonment of small waste, which in 2022 will touch Milan, Bologna, Turin, Bari, Florence and Naples, expands with new themes and protagonists. In addition to the Campania-based creator collective, Alice Venturi, Raissa and Momo, Mandrake and Gianni Quirino Bekkalossi are also present.

"Sustainability is not a word, but a way of life": this is the message launched by the new edition of #IoLaButtoLì, the anti-littering campaign promoted by JTI Italy e Save The Planet Onlus, carried out in collaboration with the cooperative agency Thoughts & Colors onlus e edited by Show Reel Agency e il technical partner Lombardini22. An ever-evolving campaign that this year, alongside the "usuals" of the Casa Surace collective, will see the collaboration of some of the most influential names on the web - such as Alice Venturi, Raissa and Momo, Mandrake e Gianni Quirino Bekkalossi- who will be featured in a series of videos and social content visible on their profiles.

Small pills that, with irony and lightness, aim to raise awareness on such a complex issue as proper waste disposal, attention to water waste, and more to build a truly sustainable future for all.

The campaign, which was established to promote attention to the abandonment of small waste in the environment and which also for 2022 has been sponsored by the Ministry of Ecological Transition, this year "takes to the streets" in some of Italy's major cities - Milan, Bologna, Turin, Bari, Florence and Naples -, where the crew of content creators will have the task of conducting funny "social experiments" that can test the level of sustainability of citizens, putting them to the test under a number of unconventional parameters.

To be tested, in fact, will be not only the classic criteria that make a city sustainable-the presence of green spaces, clean energy, right to mobility, etc. - but five points based on the well-being of the peoplee, selected by the people themselves.

Another new feature of this year's campaign, the involvement of Lombardini22, a leading group in the Italian architecture and engineering scenario, which will add expertise on the topic of creating sustainable communities and cities.

Elena Stoppioni, president of Save the Planet, states: "I am really proud to be able to announce the third edition of the campaign. This is a project that, like Save the Planet, engages and gratifies us in the same way. It is an initiative that we have staked on from the very beginning and believed in with all of ourselves. Because we are convinced that it is through activities such as these that we create environmentally conscious awareness. The fact that we continue to move forward with #IWillBuyThere is a demonstration of the success of the projecto. In addition to our historical partners then, Lombardini22 will be working with us this year., who will provide the campaign with his experience in promoting the ecological and energy transition of urban centers".

"We are honored to once again stand alongside Save The Planet, JTI and all the partners in the continuation of the #IoLaButtoLi campaign, to which we wanted to give a strategic evolution this year thanks to the contamination between content strategy and territorial component, which aims to increasingly capillarize the message and make more and more people feel directly involved."

Show Reel Agency is part of a Group that has always supported a commitment to raising awareness of environmental and social issues, and we seek to create and collaborate on projects that can really make a difference," - say Laura Gusmeroli, Client Director of Show Reel Agency, and Luca Persichetti, New Business Strategy Manager of Show Reel Media Group.

The goal of the initiative, as in previous editions of the campaign, is to raise awareness of littering, a phenomenon that involves the abandonment of tons of plastics and polluting materials in the environment every day. Fundamental to the organizers, then, is drawing citizens' attention to a approach total to sustainability, one that embraces the issue across the board and no longer just from an environmental perspective.

"That of littering is a problem that demands concrete answers - commented in fact Lorenzo Fronteddu, Corporate Affairs and Communication Director of JTI Italy. - but with this edition of #IoLaButtoLì we wanted to go deeper, trying to address the topic of sustainability in an integral way. The merit of this initiative is to spread a very important message in a simple and fun way, raising awareness of the good habits of sustainability. Our goal is to ensure that as many people as possible can gain new awareness by adopting lifestyles in line with environmental and social needs."