“Non mi riciclo”, the first rap campaign for the environment

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Rapper Blebla releases a song to educate the young to waste sorting.

Rap meets environmental education with “Non mi riciclo”, “I won’t be recycled”, a videoclip of the Tuscan rapper Blebla, who is extremely popular among youths. The initiative was presented at Rome’s “Casa del Cinema” and realized by Ancitel Energia&Ambiente, with the sponsorship of ANCI and of the Ministry of Environment, with the cooperation of CiAl, Ecolamp, Comieco, CoReVe, Italgrob, Rilegno, Ricrea, Cobat, Ama, ERP and the Province of Rieti. The organizers claim their campaign is “zero distance”, as all Italian municipalities may download the materials of “Non mi riciclo” for free – the video and related sheets – and use them to promote waste sorting and recycling in their territory.

This campaign is aimed at supporting local administrations in environmental awareness campaigns. Its goal is to involve the young through rap music, thanks to a song by singer Marco Lena, known as Blebla, and a videoclip made together with a school and partially shot in a recycling facility. As an integration of the video, every municipality may use customized items such as the campaign’s poster, t-shirts, information leaflets about waste sorting and a radio commercial.

“Music is a great way to reach out to the youth and their families, as it allows fast and effective communication on a topic that is not always easy to approach, such as waste treatment – said Barbara Degani, vice secretary for Environment appointed to Environmental Education – This initiative is an example that deserves to be repeated: Blebla’s rap will allow us to convey useful suggestions, and using the web as channel will help a wide spreading of “Non mi rifiuto”. The most important step of the project is up to municipalities, that will have to download the video and the informative materials to convey environmental education through music.”