Brazilians are already aware of the issues regarding recycling and the general lack thereof. As such, it was not sufficient to create a campaign focusing simply on raising awareness, but rather to offer a practical solution that facilitated recycling, one that transformed recycling into a basic and essentially effortless daily task.

The use of supermarket plastic bags as basic domestic rubbish bags is extremely common among Brazilian consumers. Taking advantage of this behaviour, we created a range of coloured plastic shopping bags such that consumers, once finished with carrying their shopping, could use the bags for the conscientious disposal of household waste. Specific colours indicate which particular types of waste should be discarded in each particular bag: paper, plastic, metal and glass. To further diminish the overall environmental impact, the bags themselves are manufactured using biodegradable materials. This entire process represents an increase in cost of only US$ 0.01 per bag.

More than 80 million plastic bags were distributed in the first week of the campaign, enough to recycle around 120 tons of waste. As well as aiding the environment, Carrefour is coming to be recognized as an ecologically responsible company, a company that cares for the environment. A small change in people's daily habits that promotes a large shift in general behaviour as well as in the public perception of the Carrefour brand.