#YoRecicloPorMiRío

A temporary campaign on the Amo el Río platform that promotes recycling to protect the Amazonian rivers of Iquitos. Designed to engage local youth, it raises awareness about proper waste management through a targeted communication strategy rooted in popular culture, turning everyday actions into a collective movement for environmental responsibility.

Academic Project, 2020

product, service /

digital, research, sustainability

Input

Context: Amo el Río

The project was carried out under a collaboration between Diseño Industrial PUCP and WWF Peru for the development of services that contribute to the cause of the platform Amo Mi Río. Which is «an initiative created to strengthen the emotional ties and love that exist between the citizens of the Amazon and its rivers. Being the river a source of water, food and the essential means of transportation of the Amazon, it will seek to inspire and encourage the population to become the main guardians of their rivers» (Amo el Río, 2020).

Process

Methodology

The Design Council’s Double Diamond model, which consists of four phases (research, analysis, ideation, and delivery), allowed us to carry out the complex issue and design order.

Research

Iquitos is one of the most polluted cities in the country due to the precarious and inefficient conditions of the solid waste segregation system. The government is unable to meet the demand for basic services from the population and businesses, so most of the waste ends up directly or indirectly in the rivers.

Analysis

Through interviews with ten community members, it was discovered that river pollution has led to a pervasive sense of pessimism and apathy, particularly among young people, who perceive a lack of effective action and initiatives to achieve long-term sustainability. Additionally, waste pickers are viewed as potential catalysts for change, yet their contributions are often overlooked and undervalued in daily life.

Ideation

Ciudad Saludable, a civil organization, is considered a valuable partner in implementing a comprehensive program to promote proper solid waste management among the youth and change the perception of recyclers as key players in cleaning up the river. Drawing on the deeply ingrained local popular culture, the proposed communication strategy aims to actively engage the end-users.

Delivery

The program presents a tangible plan for the project, including engagement strategies, implementation schemes, and digital prototypes that can be utilized within Amo El Rio’s social media platforms.

Output

#YoRecicloPorMiRio waste degregation awareness aampaign that transforms young people into agents of change for the well-being of the river and the city.

Project developed by industrial designers Antonella Armas, Enzo Cerda, Valeria Diaz, Mayumi Noborikawa and Gabriel Córdova in collaboration with WWF Peru Freshwater Program, within the subject Diseño de Servicios taught at the Pontificia Universidad Católica del Perú during the remote academic semester 2020-2.