Communication Campaigns by Treatment Companies in Padova: A Case Study of Herambiente Servizi Industriali (HASI) and Its Recycling Campaigns Over the Last Five Years.

This thesis investigates the role of strategic communication campaigns implemented by Herambiente Servizi Industriali (HASI) in shaping public awareness and influencing recycling behaviours in the city of Padova over the last five years. Using a mixed-methods approach, the research incorporates qualitative interviews with HASI’s communication managers, content analysis of campaign materials (including posters, videos, brochures, and social media posts), and a descriptive statistical analysis of local recycling trends. The study examines how various communication strategies — including thematic messaging, behavioural nudges, participatory tools, and digital outreach — have evolved to address socio-demographic barriers and foster long-term behavioural change. Findings suggest that while Padova’s recycling rate improved from approximately 54% in 2017 to over 64% in 2023, challenges persist, such as audience saturation, inclusivity gaps, and limited feedback mechanisms. By comparing HASI’s practices with global best practices in environmental communication, the thesis highlights the need for more interactive, multilingual, and community co-designed approaches to sustain public engagement. The research contributes to the broader discourse on environmental communication, offering practical recommendations for waste management companies and municipal stakeholders seeking to integrate strategic communication into circular economy policies. Finally, the thesis calls for future research on digital literacy, participatory co-design, and innovative tools such as gamification and AI to strengthen recycling awareness and public trust in urban waste management systems. Keywords: Strategic Communication, Recycling Campaigns, Waste Management, Behavioural Change, Padova, HASI, Public Engagement, Circular Economy.