{"id":359,"date":"2026-01-26T11:50:43","date_gmt":"2026-01-26T11:50:43","guid":{"rendered":"https:\/\/www.tsunamicreativo.es\/?p=359"},"modified":"2026-02-17T08:55:42","modified_gmt":"2026-02-17T08:55:42","slug":"alcoi-bioresiduos","status":"publish","type":"post","link":"https:\/\/www.tsunamicreativo.es\/index.php\/2026\/01\/26\/alcoi-bioresiduos\/","title":{"rendered":"ALCOI BIORESIDUOS"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\" style=\"padding-right:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\"><strong><em>Tot el que va, torna. Al marr\u00f3, m\u00e9s encara<\/em><\/strong>.<\/h6>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">El reto<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">El Ayuntamiento de Alcoi lanza un nuevo sistema de recogida de residuos org\u00e1nicos con contenedor marr\u00f3n, control de uso y tasa variable. El objetivo no era solo informar, sino <strong>activar a la ciudadan\u00eda<\/strong>: aumentar las inscripciones, mejorar la separaci\u00f3n efectiva y consolidar a Alcoi como referente en sostenibilidad.El problema era claro: <strong>pedir un esfuerzo sin mostrar el beneficio real<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-group alignfull has-global-padding\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignfull has-global-padding\" style=\"padding-right:var(--wp--preset--spacing--10);padding-left:var(--wp--preset--spacing--10)\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-container-core-group-is-layout-5e9685c2 wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" controls src=\"https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/pastelitos-1-social-media.mp4\"><\/video><\/figure>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">El insight<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Un dato lo explica todo: <strong>el 24% de las personas que no reciclan afirman que no lo hacen porque no perciben una compensaci\u00f3n econ\u00f3mica<\/strong>.<br>No es falta de conciencia, es falta de retorno visible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si la gente no ve que reciclar compensa, no se activa el h\u00e1bito.<\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">Gr\u00e1fica de campa\u00f1a<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"1024\" src=\"https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-1080X1920-1-576x1024.jpg\" alt=\"\" class=\"wp-image-372\" style=\"width:459px;height:auto\" srcset=\"https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-1080X1920-1-576x1024.jpg 576w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-1080X1920-1-169x300.jpg 169w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-1080X1920-1-768x1365.jpg 768w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-1080X1920-1-864x1536.jpg 864w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-1080X1920-1-1152x2048.jpg 1152w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-1080X1920-1-scaled.jpg 1440w\" sizes=\"auto, (max-width: 576px) 100vw, 576px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-640X480-1024x768.jpg\" alt=\"\" class=\"wp-image-362\" srcset=\"https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-640X480-1024x768.jpg 1024w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-640X480-300x225.jpg 300w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-640X480-768x576.jpg 768w, https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/TOT-QUE-VA-TORNA-640X480.jpg 1333w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">La estrategia<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3a88641f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Decidimos cambiar el enfoque: dejar de hablar solo de obligaci\u00f3n y empezar a hablar de <strong>recompensa<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nuestra propuesta parte de una idea universal, profundamente humana y compartida en la cultura popular:<br><strong>\u201cTot el que va, torna.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un principio sencillo que conecta acci\u00f3n y resultado.<br>Un gesto que vuelve.<br>Una inversi\u00f3n que tiene retorno.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aplicado al contenedor marr\u00f3n, el mensaje es claro:<br>separar la org\u00e1nica <strong>s\u00ed compensa<\/strong>, tanto econ\u00f3mica como medioambientalmente.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">El concepto<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>El retorno de lo que hacemos bien.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Convertimos el reciclaje de la org\u00e1nica en una acci\u00f3n con valor tangible:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Vuelve en forma de <strong>ahorro<\/strong> gracias a la tasa diferenciada.<\/li>\n\n\n\n<li>Vuelve en forma de <strong>compost<\/strong> que mejora la vida de los suelos.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Vuelve en forma de <strong>ciudad m\u00e1s sostenible y comprometida<\/strong>.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">El claim<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tot el que va, torna.<\/strong><strong><br><\/strong><strong>Al marr\u00f3, m\u00e9s encara.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un claim directo, memorable y emocional, que explica el beneficio sin necesidad de didactismos.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">La idea creativa<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Para demostrar el retorno, lo hicimos visible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A trav\u00e9s de un v\u00eddeo con tono fresco y humor sutil, mostramos peque\u00f1as acciones cotidianas (ayudar a una vecina, compartir comida, invitar a un caf\u00e9) que siempre vuelven de alguna manera. Situaciones reconocibles, humanas y muy locales, que funcionan como met\u00e1fora directa del funcionamiento del contenedor marr\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despu\u00e9s, la pieza gira hacia la explicaci\u00f3n clara del sistema:<br>separar en casa, usar el marr\u00f3n, inscribirse y recibir beneficios reales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Todo contado sin di\u00e1logos, con una voz en off cercana y un lenguaje visual sencillo y optimista.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" controls src=\"https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/calabazas-social-media-2-.mp4\"><\/video><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">Los formatos<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La campa\u00f1a se despliega en:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>V\u00eddeo para redes sociales<\/li>\n\n\n\n<li>Spot de TV<\/li>\n\n\n\n<li>Gr\u00e1ficas y soportes digitales<\/li>\n\n\n\n<li>Gu\u00eda pr\u00e1ctica de separaci\u00f3n de residuos<\/li>\n<\/ul>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay loop muted src=\"https:\/\/www.tsunamicreativo.es\/wp-content\/uploads\/2026\/01\/Cartel-Alcoy.mov\" playsinline><\/video><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\">El Resultado<\/h5>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Una campa\u00f1a que demuestra que reciclar no es solo un gesto responsable, sino una acci\u00f3n que <strong>vuelve en forma de valor<\/strong>.Porque cuando haces las cosas bien,<br><strong>tot el que va, torna.<\/strong><\/p>\n\n\n\n<div style=\"height:52px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tot el que va, torna. Al marr\u00f3, m\u00e9s encara. El reto El Ayuntamiento de Alcoi lanza un nuevo sistema de recogida de residuos org\u00e1nicos con contenedor marr\u00f3n, control de uso y tasa variable. El objetivo no era solo informar, sino activar a la ciudadan\u00eda: aumentar las inscripciones, mejorar la separaci\u00f3n efectiva y consolidar a Alcoi [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":362,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-359","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/posts\/359","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/comments?post=359"}],"version-history":[{"count":8,"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/posts\/359\/revisions"}],"predecessor-version":[{"id":377,"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/posts\/359\/revisions\/377"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/media\/362"}],"wp:attachment":[{"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/media?parent=359"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/categories?post=359"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tsunamicreativo.es\/index.php\/wp-json\/wp\/v2\/tags?post=359"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}