New campaign praises everyday heroes


Sorting PMD has now become so normal that we sometimes forget how important our daily sorting efforts actually are. Fost Plus is launching a new campaign to honour the ‘everyday heroes’

We think sorting PMD is the most natural thing in the world. We've been doing it for so long, every day, that we don't even think about it anymore. It is now one of the simplest things we can do for the environment. So its importance should not be underestimated. It is the start of the whole logistic packaging recycling chain managed by Fost Plus, with the blue bag as the cornerstone.

Normal is becoming special again

With this new campaign, we want to encourage the millions of people who take the trouble to sort on a daily basis. It’s a tribute to the fantastic people who just do their best every day. The ones who sort their PMD neatly, but also the ones who put a checkout divider bar on the conveyor belt in the supermarket, stand on the right on the escalator or arrive on time for their appointment. All quite normal, but at the same time fantastic.

Simple and convenient

The campaign also turns the spotlight on the blue PMD bag – something else that we find perfectly normal after nearly 30 years. We see this as a ‘bag with a private chauffeur’ and a ‘bag with a collection service’, among other things. 

In particular we emphasise how simple and convenient the system is. By collecting PMD from people’s home, we set the threshold as low as possible so that everyone can join in. The Fost Plus collective system makes it easy for companies to fulfil their social role. An effective recycling chain has been developed for this. But it starts with making life easier for ordinary people efficiently. That is precisely what we want to underline with this campaign.

The campaign adopts a positive approach with a dose of typical Belgian absurdity. It was launched at the start of April and can be seen on various channels: in cinemas and on television, on posters in the street and of course on social media.

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