Braskem at Rock in Rio
Braskem was once again present at the largest music and entertainment festival in the world, Rock in Rio, with a major action focusing on the circular economy, this time as the official sponsor of the event. For this edition held in Rio de Janeiro at the start of September, the aim was to encourage the public to correctly dispose of plastic waste, reinforcing Braskem's commitment to sustainable development and the circular economy. In order to put the initiative into practice, Braskem relied on a partnership with Rock in Rio and the brands Natura, Heineken®, Coca-Cola, DORITOS® and KITKAT®.
The Heineken® and Coca-Cola plastic cups and DORITOS® and KITKAT® packages disposed of during the event are to be recycled by Braskem to then be transformed into new packaging for Natura products.
Under the motto "Transforming plastic Rocks", participants were encouraged by way of plastic waste collection stations to exchange recyclable items, such as plastic cups, snack and chocolate wrappers, for points worth gifts. The dynamic operated as an incentive system that generates points for those who brought in plastic waste to the collection stations. The points could be exchanged for products relating to a good experience at the festival, such as: cell phone cable protectors, bags, Lazy Bags (small portable inflatable beds) and even tickets to other days of the event.
In all, around 870 thousand packages were collected over the seven days of Rock in Rio.
"This project is directly related to the goals that Braskem has undertaken in support of the circular economy, in particular with regard to the elimination of plastic waste", stresses Ana Laura Sivieri, director of marketing and media services at Braskem. "It is part of our commitment to make society aware of the conscientious use and disposal of plastic waste and to engage everyone in circular practices, which are essentially collective", she adds.
For a better world
Rock in Rio has as part of its trajectory, the For a Better World project, and accordingly, relies on sustainability goals to be achieved by 2030, in line with the Sustainable Development Goals of the United Nations. Among the goals is that of making all editions zero garbage, with no waste disposed of at landfill sites.
