From Awareness to Environmental Action

The Mancomunidad de Municipios de la Costa del Sol Occidental, together with Urbaser, manages waste collection services in one of the most tourism intensive areas of Spain.
In this context, the challenge was to evolve towards a more effective communication model, capable of bringing information closer to citizens in real time and enabling more sustainable behaviours at scale across the territory.

The main challenge was to connect with a diverse and constantly moving audience at the precise moment when recycling decisions are made.

To achieve this, it was necessary to move beyond the limitations of traditional approaches and adopt a data driven model capable of activating relevant messages based on geographic context and human behaviour.

Key challenges included:

• High mobility and seasonal population fluctuations
• More than 6,000 containers and multiple recycling points distributed across the territory
• Low awareness of recycling practices and infrastructure usage
• Difficulty in delivering relevant impact within real world environments

Conventional campaigns were not able to deliver contextual, personalised and actionable communication at the moment of need.

Thanks to Tesela, a geolocated communication strategy was implemented based on mobility data, territorial context and proximity to recycling infrastructure.

This enabled:

• Identification of key impact areas
• Activation of personalised messages based on location and behaviour
• Real time optimisation, prioritising areas with the greatest need or highest potential impact
• Adaptation of communication to the user’s dynamic context

The result was a hyperlocal strategy capable of supporting citizens at the moment of decision, increasing message relevance and encouraging the adoption of more effective recycling habits.