Let's

Valorfrit is the organisation that manages the acceptance duty for used chip oil as of 1 January 2005. RCA was assigned to focus attention through the press on Valorfrit, and thus the whole problem of recycling. This way, RCA had to introduce awareness raising campaigns on the benefits for man and the environment among the target groups: each Belgian who fries food.

Create

We always centred the benefits for man and environment in communication about Valorfrit. We also provided additional ad hoc incentives such as gift vouchers and great ecological prizes (bicycles, green energy for a year, etc.).

RCA set up several major PR activities:

• Organising the 'Catch the oil ghost’ press conference - kick-off
• Communication on the ‘Major collection month’ - with 3 regional press conferences (Brussels, Flanders and Wallonia)

 
There were also several minor PR activities including: 

• Environmental policy agreement Wallonia 
• Signing of the charter by Valorfrit 
• Open business day
• Annual communication concerning the annual report
• Launch of the ‘Countdown strip’

 
RCA also offered support in the field of crisis communication as a result of frequent theft of chip fat.