Dr Gerard, one of the largest manufacturers of biscuits and wafers in Poland and across the entire Central and Eastern European region, entrusted us with the implementation of an informational and educational campaign focused on waste management. The campaign was addressed to the residents of Radzyń Podlaski and Międzyrzec Podlaski – cities where the company’s production facilities are located. The impulse for launching the campaign came from signals raised by the mayors of both cities, pointing to challenges in the area of waste management. Guided by the idea of being a good neighbor and an active participant in local communities, Dr Gerard decided to respond to these needs. A key element of the project was the engagement not only of the mayors and city offices, but also of schools, sports and cultural centers, non-governmental organizations, and regional media.

Our goal was to promote positive habits among residents in the area of waste sorting and to dispel myths surrounding the recycling process. The #SortRightGetMore campaign aimed to raise awareness that even the smallest decisions contribute to a cleaner environment, lower bills, and sustainable development.

The activities as part of the campaign began with the launch of a teaser – a short video featuring the mayors of both cities. Serving as a subtle prelude, the video avoided revealing details, instead sparking curiosity, interpretation, and public discussion. The full concept was officially unveiled during a press conference held at the headquarters of the Municipal Services Company in Międzyrzec Podlaski.

Throughout September 2025, three educational films – along with the teaser – were released across dr Gerard’s SMPs, the channels of both mayors, and twenty-two partner organizations, as well as screened at the local “Sława” cinema. Collectively, the videos generated more than 119,000 views. The NBS team oversaw the development of the scripts and the final audiovisual content creation in close cooperation with industry experts. The campaign’s core messages, along with key contact information, were also shared through a dedicated leaflet, printed and distributed to local residents.

In parallel, we also invited students from Międzyrzec Podlaski and Radzyń Podlaski to take part in the eco-lesson dedicated to climate change, proper waste sorting, and the deposit return system. As per EU regulations, Poland has introduced a deposit system for plastic and glass bottles, as well as cans in October 2025. The workshops were led by a journalist, eco-influencer, and “Lepszy Klimat” podcast creator Paulina Górska, together with Aneta Stelmaszczyk from Kaucja.pl. The campaign concluded with a donation of a set of benches and recycling bins to both cities by dr Gerard, as well as a highly engaging reverse vending machine testing event. Participants had the opportunity to experience the then-upcoming deposit system firsthand while receiving sweet treats as a reward for the bottles and cans they brought along. The activation attracted remarkable interest – within just a few hours, over 1,650 bottles and cans were collected and passed to the local sorting facility.

The #SortRightGetMore campaign achieved significant media reach, generating coverage across television, radio and both local and national press. The initiative has appeared in over 40 written, digital and spoken publications.