“Get caught", He convinced: the boys (who made it), the citizens (who saw it recycled more), and also the jury of the 2012 Varese Cortisone Short Film Festival who selected him among the finalists, awarding him the Special Legambiente Mention. "Get caught" is a video that some of the Cinisello Balsamo kids produced from start to finish to raise awareness among fellow citizens on the issue of recycling. Thanks to Nord Milano Ambiente Spa, together with Creda Onlus (Daniela Conti) and in collaboration with the Ecology Sector of the Municipality. Sara Meroni and Silvia Marcante, project referents for Nord Milano Ambiente, tell take after take.
1) What was the goal of the video-spot "Get caught"?
Involve the students of the Cinisello Balsamo high schools in the development of an awareness campaign, aimed above all at a young target. The video was supposed to promote the sustainable waste management and stimulate virtuous behavior starting from the good practices that every citizen can experiment to increase the quality and quantity of materials collected. We have chosen the video-advertising language, closer to the expressive methods of young people, in order to involve an age group that is only apparently less sensitive to an important issue such as that of waste.
2) It was born as part of a project: which one?
After working with elementary and middle schools, financing and co-planning recreational and educational activities, in the 2010/2011 school year we decided to also contact high school students, aware of the need to identify the methods and tools most suitable for a target of adolescents. Together with Creda Onlus and in collaboration with the Ecology Sector of the Municipality of Cinisello Balsamo, the 'Video-Spot' project was therefore developed, integrating and completing an environmental education project in schools born in 2007 and which will continue, in different forms, in the next years.
As a company in charge of urban hygiene services, we have always paid particular attention to environmental education in schools to promote the spread of an ecological awareness. Young people are also an inexhaustible source of stimuli and ideas to improve services to protect the environment and energy resources.
3) How did the kids prepare to make it happen?
The students followed an educational path of 6 meetings designed and managed by the CREDA onlus environmental education center. The first meetings were aimed at approaching and getting to know the issues relating to sustainable waste management and the main elements that characterize environmental communication. In subsequent meetings, the students were involved in the elaboration of the subject, the script and the shooting of the video. The goal was to encourage and encourage fellow citizens to separate waste and to properly separate waste collection.
4) What contribution did the boys make?
The students developed the central idea from which to start - a subject that could intrigue the viewer - and identified the key passages of the script, researched the locations within the school, chose the props and finally selected among the classmates. the actors and extras. All the students participated in the shooting and shared the strategy of choosing the frames and editing to arrive at the finished product.
5) What judgment did the guys give on the project?
The evaluation of the students was positive: they especially appreciated the opportunity to act concretely. In fact, the students have not only faced a content but have used the new knowledge acquired during the educational path to make the video. This type of project therefore allows the preparation of an active learning context, in which students learn by doing.
6) What happened to the video?
The video was used as an integral part of the communication campaign of Nord Milano Ambiente Spa for the promotion of separate waste collection in the Cinisello Balsamo area. It is still visible online on the company's website and on the institutional website of the Municipality of Cinisello Balsamo. “Let it be taken” also had visibility in competitions and environmental communication events: it was selected among the finalists of the Boys Over 13 section of the 2012 Varese Cortisonics Short Film Festival and obtained the Legambiente Special Mention.
7) What benefits have you seen in using the video medium with young people? how do green and new media get married with kids?
The video is certainly a very interesting communication tool and in the educational field it allows different possibilities of work and planning. It is also an expressive medium very close to the life of students, especially in lower and upper secondary schools. The creation of a video also allows children to approach a complex topic such as the problem of sustainable waste management, allowing them to create relationships between a global problem and personal behaviors and lifestyles and to understand how each individual person can concretely contribute to living and acting in a more sustainable way.
Interview byMarta Abbà