Prevention of household paper waste, generated by undesired mail distributed in the mailboxes in the territory of Sofia Municipality, by introducing "STOP ads!" mechanism

The main objective of the project proposal is to prevent the generation of household paper waste from non-addressed print advertising through the implementation of good practice "STOP ads" on the territory of Sofia Municipality. Preventing undesired mail from unaddressed print advertisements prevents the generation of household paper waste and thus addresses the highest level in the waste hierarchy. The demonstration project draws on good practices from successfully implemented mechanisms to prevent undesired mail in the cities of Toulouse and Brussels. We plan to involve 25,000 households or an average of 55,000 residents of the capital in the initiative. The practice introduced is in response to the identified serious problem with the increasing amount of paper waste. All households across Sofia receive approximately 9,200 tonnes of unwanted promotional paper per year, which becomes waste. The project covers 3 main activities - preparation, implementation of a demonstration project and campaigns to promote the results of the project, as well as organization and management, publicity and visualization activities. The key implementation activity includes the creation of "STOP ads" web platform, measures to attract households to use the "STOP ads" sticker, stickers distribution, involvement of large advertisers to comply with the stickers condition, sociological surveys at the beginning and at the end of the project to measure its effects. The results dissemination campaign covers measures targeting households and large advertisers as key stakeholders. As a result of the project, around 375 tonnes of municipal paper waste will be saved over the implementation period alone. A national platform on unaddressed mail following the model of stoppub.fr will be launched. Public awareness of compliance with the waste hierarchy will be increased.

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