Open about waste

Ortessa as a driver
of change

The Open Over Waste initiative, launched by the Ortessa waste group, provides insight into the complex waste world and calls on producers, retailers, municipalities and waste processors to be open. Blyde developed a content platform, a magazine with various interviews with leaders in the waste world, the “Open Over Afval Pledge” and the media strategy.

Every year, around 9.7 million tons of waste are incinerated in the Netherlands and Belgium, while we are also increasingly talking about zero waste and circular principles. Crooked? No, the waste world often appears to be opaque with dilemmas about recycling, packaging and processing. Ortessa, a group of six entrepreneurial waste companies, started the Open Over Waste initiative to make this reality visible and break open up the complex world of waste. By being open together, they want to develop joint solutions with producers, retail, municipalities and waste processors.

‍Transparency Strategy

‍Together with Ortessa, Blyde designed the Open About Waste Pledge, a content platform and a magazine, in which we brought together background information, interviews, diabolical waste dilemmas, facts and insights about plastic packaging, wood waste and composting. In addition, Blyde was responsible for the PR strategy. The result: regional and national news media, professional publications and interviews with stakeholders.

Open and honest
it pays off

The campaign led to widespread involvement from various parties: from PSV and CSU to Naïf and Volvo Trucks that signed the Open Over Waste Pledge. With publications in, among others, the AD and Eindhoven Dagbladd and a magazine that was sent to more than 1,500 stakeholders, Open Over Afval grew into a movement that creates awareness and encourages collaboration within the entire waste chain. This is how we strengthened Ortessa's position as a leader in making the complex waste world more transparent and sustainable.