{"id":1722,"date":"2025-11-26T15:15:45","date_gmt":"2025-11-26T15:15:45","guid":{"rendered":"https:\/\/round.be\/?p=1722"},"modified":"2025-11-26T15:22:19","modified_gmt":"2025-11-26T15:22:19","slug":"lefficacite-dune-approche-mediatique-a-360-pour-aider-les-citoyens-a-mieux-trier-les-dechets-pmc","status":"publish","type":"post","link":"https:\/\/round.be\/fr-be\/lefficacite-dune-approche-mediatique-a-360-pour-aider-les-citoyens-a-mieux-trier-les-dechets-pmc\/","title":{"rendered":"L\u2019efficacit\u00e9 d\u2019une approche m\u00e9diatique \u00e0 360\u00b0 pour aider les citoyens \u00e0 mieux trier les d\u00e9chets PMC"},"content":{"rendered":"\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\"><em>Sans tri, pas de recyclage. Si nous voulons que la Belgique conserve sa position de leader europ\u00e9en en mati\u00e8re de collecte et de tri des emballages m\u00e9nagers, nous devons continuer \u00e0 impliquer les citoyens dans cette d\u00e9marche. C\u2019est pourquoi Fost Plus a lanc\u00e9 une nouvelle campagne de communication d\u2019envergure en septembre 2025. L\u2019objectif&nbsp;? Fournir des outils utiles, s\u00e9lectionn\u00e9s en fonction des donn\u00e9es r\u00e9colt\u00e9es, afin que les citoyens prennent l\u2019habitude de trier correctement leurs emballages au quotidien.<\/em><\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">Au lieu de nous appuyer sur des hypoth\u00e8ses, nous avons analys\u00e9 des donn\u00e9es objectives pour comprendre pourquoi les erreurs de tri persistent. En dissipant des doutes r\u00e9els et en rendant le tri correct plus intuitif, nous avons renforc\u00e9 la confiance dans le syst\u00e8me \u2013 et montr\u00e9 que chaque action individuelle compte. En effet, veiller \u00e0 un tri correct, dans une d\u00e9marche v\u00e9ritablement durable, c\u2019est ouvrir la voie au recyclage et aux alternatives sans emballage.<\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20)\"><strong>Les donn\u00e9es ne mentent pas<\/strong><\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">La premi\u00e8re \u00e9tape consiste \u00e0 comprendre le public cible et son attitude \u00e0 l\u2019\u00e9gard du d\u00e9veloppement durable. Des \u00e9tudes telles que le&nbsp;<a href=\"https:\/\/www.fostplus.be\/fr\/barometre-environnemental\">Barom\u00e8tre environnemental<\/a>&nbsp;nous aident \u00e0 identifier les tendances comportementales. Jamais les questions environnementales n\u2019ont autant \u00e9t\u00e9 sur le devant de la sc\u00e8ne, et pourtant, cela ne se semble pas se refl\u00e9ter dans les comportements. Notre attention se porte donc sur les personnes ouvertes au changement, pour autant que nous puissions lever les obstacles. Gr\u00e2ce \u00e0 notre plateforme&nbsp;<a href=\"https:\/\/www.trionsmieux.be\/\">Trions mieux<\/a>, nous collectons donc des informations en temps r\u00e9el afin d\u2019alimenter notre campagne.<\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20)\"><strong>L\u2019authenticit\u00e9 n\u2019est pas n\u00e9gociable<\/strong><\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">La deuxi\u00e8me \u00e9tape, c\u2019est la pertinence et la connexion. Le nouveau spot publicitaire de 30&nbsp;secondes s\u2019ouvre sur ce moment bien connu d\u2019h\u00e9sitation devant la poubelle&nbsp;: PMC ou pas PMC&nbsp;? Une question qui semble presque aussi banale que&nbsp;: \u00ab&nbsp;Qu\u2019est-ce qu\u2019on mange ce soir&nbsp;?&nbsp;\u00bb La clart\u00e9 du message tranche avec le brouhaha de la \u00ab&nbsp;war for attention&nbsp;\u00bb. Gr\u00e2ce \u00e0 ces mod\u00e8les \u00e0 suivre, nous rendons l\u2019impact individuel plus concret tout en garantissant une exp\u00e9rience authentique.<\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">Le spot est soutenu par une campagne de contenu sur les r\u00e9seaux sociaux et une op\u00e9ration de PR.<\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">En bref, le succ\u00e8s de la campagne repose sur la combinaison de sensibilisation et d\u2019action&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La\u00a0<strong>r\u00e9p\u00e9tition<\/strong>, gr\u00e2ce \u00e0 une pr\u00e9sence m\u00e9diatique relativement importante et \u00e0 la r\u00e9utilisation de l\u2019accroche de la campagne\u00a02024, renforce l\u2019impact.<\/li>\n\n\n\n<li>L\u2019instauration d\u2019un climat de confiance gr\u00e2ce \u00e0 une\u00a0<strong>communication objective<\/strong>\u00a0a donn\u00e9 aux citoyens la confirmation que leurs efforts faisaient r\u00e9ellement la diff\u00e9rence.<\/li>\n\n\n\n<li>L\u2019<strong>\u00e9cosyst\u00e8me<\/strong>\u00a0est activ\u00e9 gr\u00e2ce \u00e0 la collaboration sur le terrain\u00a0: des actions r\u00e9pressives (autocollants \u00ab\u00a0main rouge\u00a0\u00bb) en coop\u00e9ration avec les intercommunales de gestion des d\u00e9chets pour encourager le bon comportement individuel, la formation des op\u00e9rateurs pour am\u00e9liorer le tri \u00e0 la source, et des incitations financi\u00e8res locales pour responsabiliser tous les partenaires.<\/li>\n<\/ul>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20)\"><strong>Impact<\/strong><\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">Les r\u00e9sultats parlent d\u2019eux-m\u00eames&nbsp;: le nombre d\u2019erreurs de tri est pass\u00e9 de 14&nbsp;% fin&nbsp;2024 \u00e0 environ 13&nbsp;% \u00e0 la mi-2025. Sachant que chaque tonne de d\u00e9chets mal tri\u00e9s co\u00fbte \u00e0 l\u2019industrie 1&nbsp;000&nbsp;euros, l\u2019impact social est \u00e9norme.<\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">En faisant du tri une \u00e9vidence, nous aidons les gens \u00e0 s\u2019engager vers une soci\u00e9t\u00e9 circulaire et un avenir durable.<\/p>\n\n\n\n<p style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">D\u00e9couvrez la campagne sur le site de Fost Plus&nbsp;:&nbsp;<a href=\"https:\/\/www.fostplus.be\/fr\/tout-sur-la-nouvelle-campagne-de-fost-plus\">https:\/\/www.fostplus.be\/fr\/tout-sur-la-nouvelle-campagne-de-fost-plus<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sans tri, pas de recyclage. Si nous voulons que la Belgique conserve sa position de leader europ\u00e9en en mati\u00e8re de collecte et de tri des emballages m\u00e9nagers, nous devons continuer \u00e0 impliquer les citoyens dans cette d\u00e9marche. C\u2019est pourquoi Fost Plus a lanc\u00e9 une nouvelle campagne de communication d\u2019envergure en septembre 2025. L\u2019objectif&nbsp;? Fournir des [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1213,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[21],"tags":[],"class_list":["post-1722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campaigns-fr-be"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019efficacit\u00e9 d\u2019une approche m\u00e9diatique \u00e0 360\u00b0 pour aider les citoyens \u00e0 mieux trier les d\u00e9chets PMC - Round<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/round.be\/fr-be\/lefficacite-dune-approche-mediatique-a-360-pour-aider-les-citoyens-a-mieux-trier-les-dechets-pmc\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019efficacit\u00e9 d\u2019une approche m\u00e9diatique \u00e0 360\u00b0 pour aider les citoyens \u00e0 mieux trier les d\u00e9chets PMC - Round\" \/>\n<meta property=\"og:description\" content=\"Sans tri, pas de recyclage. Si nous voulons que la Belgique conserve sa position de leader europ\u00e9en en mati\u00e8re de collecte et de tri des emballages m\u00e9nagers, nous devons continuer \u00e0 impliquer les citoyens dans cette d\u00e9marche. C\u2019est pourquoi Fost Plus a lanc\u00e9 une nouvelle campagne de communication d\u2019envergure en septembre 2025. L\u2019objectif&nbsp;? 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Round","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/round.be\/fr-be\/lefficacite-dune-approche-mediatique-a-360-pour-aider-les-citoyens-a-mieux-trier-les-dechets-pmc\/","og_locale":"fr_FR","og_type":"article","og_title":"L\u2019efficacit\u00e9 d\u2019une approche m\u00e9diatique \u00e0 360\u00b0 pour aider les citoyens \u00e0 mieux trier les d\u00e9chets PMC - Round","og_description":"Sans tri, pas de recyclage. 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