We are always on the lookout for new ways of speeding up ecological transition, through the use of renewable energy, the electrification of consumption, the circular use of resources, and the recovery of materials and energy. Waste management plays a key role as one of the main strategic levers to achieve the Net Zero goal: energy recovery from non-recyclable waste through waste-to-energy processes represents the final virtuous phase of our integrated waste management cycle. This approach offers significant environmental benefits by converting waste into electricity and heat, eliminating the need for landfills.
The waste-to-energy plant at Brescia is an outstanding example in this field. In 2024, with the introduction of an innovative technology to recover heat from flue gases, we further improved the environmental performance of this plant with close to 100% efficiency. But how can we talk about the benefits of a future fit installation in a clear, engaging and user-friendly way, while overcoming resistance associated with the NIMBY effect?
Through a multi-channel communication campaign to inform, sensitize and educate millions of people, using clear, interactive and engaging language.
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Effective communication also goes through social media
Recognizing the strategic role of social media, we launched a clear and engaging digital campaign to tell the story of how the waste-to-energy plant works in a reader-friendly way.
In particular, our collaboration with Ingegneria Italia - a community of over 2.2 million curious minds - allowed us to broaden the conversation and reach a large audience through LinkedIn, YouTube, TikTok and Instagram. The more than 3.4 million views and 76,000 interactions show that it is possible to create an open and constructive dialogue on these topics, generating interest and participation.
But that's not all: thanks to the direct stories of A2A's young talents - who passionately shared their experience and expertise - we helped to strengthen the appeal of our plant and spark the interest of new generations of professionals.
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Educational contents to raise awareness
As part of our educational efforts, we organized guided tours of the Brescia plant, open to the local community, schools, and international delegations. This activity is part of a broader strand of environmental education projects and an ongoing dialogue with the academic world.
There was a great deal of interest: about 1,000 people have participated, taking advantage of the opportunity to take a first-hand look at the advanced technologies that enable waste to be transformed into energy and engage in discussions with our experts.
To make this experience accessible to everyone, we developed an immersive virtual tour, which allows the plant to be explored at any time and from any place. This tool is not only for those who could not attend in person but also serves as an educational resource for schools and universities.
Additionally, we have created a range of informative and educational materials, including infographics, articles, and teaching resources, which are regularly updated to explain the waste-to-energy process and highlight the progress made in the sector.
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A press campaign on the advantages of waste-to-energy
To spread accurate communication about waste-to-energy technology, we launched an awareness campaign in the mainstream press. The news was picked up by over 200 leading local and national newspapers. Television also gave space to the initiative: in addition to the news broadcasts, we presented this innovation on one of Italy’s most popular sustainability-focused programs, which recorded a 19% share, reaching almost 2 million viewers. The inauguration of the new flue gas recovery line was also attended by the President of the Lombardy Region Attilio Fontana and the Mayor of Brescia Laura Castelletti, as part of an ongoing dialogue with policymakers.
We are always listening to the concerns of citizens, responding to their questions and addressing any doubts to build a trust relationship and promote greater acceptance of waste-to-energy technologies.
Our commitment to ecological transition
Through our projects across the country, we are committed to spreading a culture of sustainability and to helping communities and territories build a truly circular model.
Ecological transition is at the basis of our growth strategy; we work with dedication and passion to continuously improve our plants and contribute to a more sustainable future.
We believe that waste-to-energy is a strategic solution for addressing environmental challenges and promoting circularity. Our commitment to innovation, sustainability and transparency will guide us in pursuing this goal and creating a positive impact for the generations to come.
