Hera Group and Panini create “ A dream called recycling”. In the new album the reject cards become the ones to collect.
This educational project is promoted by the multi-utility company in collaboration with the iconic Modena-based company. It will visit a number of primary schools in Bologna and Modena to raise awareness among children and families about sorting out waste. Friendly characters, created by the Armando Testa communications agency, will be alongside the youngsters as they embark upon their sustainability adventure.
“Got it, that one’s missing”. This time the collectable cards do not feature sports stars or comic book heroes, but rather Scartolina and Plastibolla. They’re the ones, the rejects, the waste, who are the heroes of “A dream called recycling”, the album of stickers created by the Hera group, one of the Italy’s main multi-utility companies, in collaboration with Panini, the famous Modena-based company which specialises in collectable sticker products as well as the Armando Testa advertising agency.
The educational project is promoted by Hera and was conceived to guide kids and youngsters in exploring waste recycling using an engaging tool that activates their imagination. It’s starting off in the coming days in some primary schools in Bologna and Modena.
Using stickers and games, the album tells a story with a happy ending where the waste products have a “dream in the trash” to fulfill: to become something precious. As the fantastical story unfolds the kids are accompanied on a journey that starts with the production of waste and ends up with it becoming something valuable in the recycling plants, highlighting the services Hera offers the community and the daily tasks undertaken by the refuse collectors.
How the initiative involving primary schools works
The pilot project involves nearly two thousand students between March and May 2026, in line with timetables agreed with teachers. In Bologna, the Padre Marella and Viscardi primary schools have already joined the initiative; in Modena, the Montecuccoli, Leopardi, and Don Milani schools are ready to start. The initiative involves four meetings for each class, during which the children will receive the albums and stickers and will be able to engage with environmental educators from the Great Machine of the World (the Hera Group’s historic educational project for schools), taking a deep dive into issues such as sustainability, the circular economy, resource protection, and sorting of waste products. While the project is running, additional free packets of stickers will also be available when waste is disposed of at all recycling stations in Bologna and at the Leonardo collection depot in Modena. This initiative also aims to actively involve families, encouraging virtuous behaviour and building greater awareness of environmental services. A special prize will be awarded by the Hera appointed educators for the first completed album.
Themes and characters: Plastibolla and Scartolina’s dream comes true at Hera plants send comments
The album, created by Hera in collaboration with Panini, is an original educational tool that allows for a simple and fun exploration of topics such as waste recycling, the circular economy, learning how environmental services work in the community, and the contribution we can all make through our own behaviour. That’s where the friendly characters created by the Armando Testa agency come into play: each one personifies a category of waste with a desire: to come to life again. In addition to Plastibolla, made of plastic packaging, and Scartolina, a character made of paper and cardboard, there are Metallaro, Vetrinozzo TinTin, Nucciabuccia, CamyRami, Mister Miscuglio, Oliastro Esausto, Max Ingombro, and Tekno. Ten colourful, fun-loving friends – with their games and curiosities, they take the kids along to the facilities where dreams come true. Every piece of waste disposed of in the right place will contribute to a better world. Some will be reborn as energy, some will return to being paper or plastic, some will become biofuel, and some will be repurposed to be useful again. All for the good of the planet.
“By creating this album, in collaboration with two companies of the caliber of Panini and Armando Testa, we want to tell a true story where citizens, especially children and their families, play a vital role alongside us in pursuing the circular economy and the sustainable development goals as outlined by the UN 2030 Agenda,” explains Giulio Renato, Central Director of Environmental Services and Fleets at the Hera Group. “We are certain that engaging younger generations on these issues is essential, and that’s why we’ve long been involved with all levels of schools with our projects, The Great Machine of the World and Well of Science. More than one hundred thousand students take part every year.”
“For more than sixty years the Panini sticker albums have inspired the imagination and games for generations of kids. With this project we wanted to take advantage of this language to convey an important message like environmental sustainability – comments Martina Limoni, Panini Collectables Director –. “Transforming waste into characters you want to collect is a simple and engaging way to showcase the value of recycling and help children understand how everyday behaviour can make a difference for the future of the planet”.
ARMANDO TESTA CREDITS:
Executive Creative Direction: Nicola Cellemme, Georgia Ferraro
Creative Direction: Roberto Gresti
Creative Team: Delia Laviola, Chiara Demichelis, Monica Barbalonga
Head of client Service Milan: Emanuele Cicogna Mozzoni
Client Service: Eugenia Cesile, Manuel Amato, Gaia Salandrini
Illustrator: Susanna Rumiz
