Adnkronos Rome, May 14 (Adnkronos) – Ichnusa launches the new edition of the campaign against the abandonment of glass in the environment, starting from Sardinia, the heart of the activities, to arrive in other cities of the Peninsula and involve an ever-increasing number of people. Thus, this year, the Brewery announces a direct donation of 30 thousand euros to Legambiente Sardegna to support the activities of protection of the island and the promotion of awareness-raising and training courses aimed at the younger generations.
To complete the initiative, a charity auction will start: 15 Ichnusa bottles, recovered and hand-decorated by 6 Sardinian muralists, have been donated by the brewery to Legambiente Sardegna, which will promote an online auction to support actions in support of the culture of respect.
Not only that: to raise awareness among people about the importance of not abandoning bottles after use, Ichnusa has decided to give its land a mural that tells the problem of glass abandonment in the environment, inviting everyone to a responsible gesture. The work is located in Quartu Sant'Elena (CA), a few kilometers from the place where Birra Ichnusa is produced.
And, to set a good example, this year too the awareness initiatives are followed by the commitment 'on the field' of the people of the Brewery who, during the months of May and June, will be involved with Legambiente in days of collection of abandoned glass in symbolic places of Sardinia (Cagliari, Nuoro, Olbia, Sassari and Carbonia) and, for the first time, also on the Peninsula, in Milan and Bologna.
“For years we have been committed, together with the community, the people of the brewery and the volunteers of Legambiente, to protect our land – says Paolo Ciccarelli, director of the Birrificio Ichnusa – To combat the phenomenon of glass abandonment we have taken action with cleaning days in the main areas of Sardinian nightlife and, for the first time, also in some cities of the Peninsula. We believe it is essential to do our part, not only with concrete actions, but also with a concrete economic contribution to projects that ensure the protection of our island. Today, with the announcement of the charity auction and the inauguration of the mural in Quartu Sant'Elena, we are adding a new piece to the mosaic of respect for Sardinia. All this while bringing an extremely important social message that we deeply believe in. We have said it from the beginning: if a bottle has to end up on the ground, then we prefer that our beer is not drunk at all”.
To seal the commitment of the Assemini brewery, the mural created by Andrea D'Ascanio, aka Sardomuto, illustrator, engraver and muralist from Sassari, was inaugurated in Quartu Sant'Elena, in collaboration with Urban Center. The work, entitled 'Polpo a Rendere', will also arrive on the Peninsula next month in Milan, in Porta Ticinese. The mural 'Polpo a Rendere' depicts a large octopus wrapping abandoned bottles in its tentacles. Its symbolic gesture becomes a collective call to awareness and action, which urges everyone to do their part. Dominating the scene is a direct and unequivocal warning: 'If it has to end like this, don't even drink from it', the slogan of the campaign that bears the signature of the creative agency LePub.
The project was sponsored by the Municipality of Quartu Sant'Elena. "We shared the Ichnusa project - says the deputy mayor and councilor for the Environment Tore Sanna - because we firmly believe in the importance of developing and supporting awareness campaigns aimed at environmental protection. We have a beautiful territory that must be respected before being enhanced, both for the land and the sea. Art can also do its part and this new mural only confirms it".
Not only that. To give a 'second life' to abandoned glass bottles, making them symbols of respect for the environment, Ichnusa, with LePub as the creative partner of the initiative, decided to transform them into real works of art. After having collected and sanitized them, they entrusted them to 6 Sardinian muralists, selected in collaboration with Urban Center, an interdisciplinary group of professionals, based in Cagliari, who see innovation and creativity as the tools to create change and generate improvement in the territories. The artists, Maurizio Brocca, Chiara Foddis, Marinetti, Teresa Podda, Sardomuto and Stella Ziantoni, decorated 15 bottles, making each one a work of art. These unique pieces were donated by Ichnusa to Legambiente Sardegna, which will promote an online auction on the Ebay platform to support actions in support of the culture of respect. Ichnusa will support the promotion of the online auction through a dedicated campaign.
The initiative is echoed by Italians who show that they appreciate it when glass bottles are given a new life. More than 3 out of 4 (78%) say they have objects at home created thanks to the reuse of bottles (AstraRicerche study for the Ichnusa brewery). Among the reasons, over half (56%) consider reuse a functional solution to reduce waste production, while 31% appreciate the aesthetic and artistic aspect of such objects. The use of recycled materials to create a work of art is also highly appreciated: 78% of those interviewed agree that it is a good idea.
“This initiative marks the third consecutive year of collaboration between Ichnusa and Urban Center. Through this partnership, we renew our commitment to positioning contemporary art and muralism as a tool for the care of public space and to become spokespersons for actions aimed at raising awareness in the community on the importance of acting as protagonists to keep alive the spaces in which we live,” says Daniele Gregorini, artistic director of Urban Center. “We have been collaborating with the Ichnusa brewery for years, with whom we share profound values such as environmental protection and the enhancement of the Sardinian territory. This year too, continuing a partnership of which Legambiente is increasingly proud, we will carry out concrete awareness-raising actions throughout the island,” says Marta Battaglia, president of Legambiente Sardegna.