Client: Region of Attica x The Heracles Group (Lafarge)
Greece recycled just 17% of its municipal waste in 2024, far below the EU’s 55% target. But in 2025, a bold public–private alliance set out to shift not just awareness, but behaviour. The Region of Attica partnered with Hercules Group and SOCIALDOO PR Agency to launch “Learn How To Do It Right”, a culturally native, humour-driven campaign that reimagined recycling as a shared social moment. Unbranded teasers sparked intrigue. Influencers turned behavioural errors into memes. And an educational app turned intent into action. The result? Millions engaged, national conversation ignited, and Greece’s recycling rate rose by 4 points in one year. No lectures. No blame. Just a viral, authentic movement built on curiosity and civic pride. This is what happens when government credibility meets private-sector creativity. A new benchmark in public communication, and a new way to... do it right.
