PROJECT DESCRIPTION
BACKGROUND
Despite the urgent need and the identified benefits, the world is now only 8% circular, dropping from 9% in 2019. In Ireland, the Circular Economy is still in its infancy: 50% of Irish businesses have not heard of the Circular Economy, and it is not yet part of the national curriculum nor the national debate. Whilst policy is forthcoming, and organisations like Circuleire and MyWaste.ie have done great work on the manufacturing and end-of-life stages of a product’s life cycle, awareness at all stages of the life cycle and within the public arena is badly needed to effect positive behavioural change at a citizen level. The engagement of civil society organisations has been identified as crucial to changing citizen consumption patterns and increasing waste prevention. In Ireland, the Rediscovery Centre’s experience and expertise plays an essential role in supporting and highlighting innovative circular economy practices that influence consumer awareness, enable business adaptation and innovation, and support circularity in public procurement. The European Green Deal highlights the need to promote and invest in the necessary digital transformation and tools as essential enablers of change.
OBJECTIVES
The DIRECT LIFE project delivered a modern and robust digital campaign for the Circular Economy, building on international best practice and the success of the work of the Rediscovery Centre to date.
Key elements and interventions of the campaign were:
- Digital content for all demographics;
- A just transition to a circular economy;
- Exceptional digital quality and quantity.
RESULTS
Achieved results:
- Improved understanding of the Circular Economy in Ireland;
- Greater knowledge and understanding of the requirements to deliver a successful digital campaign to support the transition to a Circular Economy, to be published in the action output ‘The Digital Roadmap for the DIRECT LIFE project’;
- Greater understanding and public awareness of Circular Economy amongst Irish citizens, status findings to be published in the action output ‘The Circular Irish Citizen’;
- Circular Economic communicators will have an informed understanding of the key aspects to consider in developing a campaign around the Circular Economy for the citizens of Ireland.
