In the Western Ukraine people are very hard-working, very thrifty and land-proud. They would sort the waste if they were aware of the value. 70 years of Soviet regime buried the idea of conscious waste management strategy. However, Ukraine has been evolving into a European society country rapidly.
The goal of the campaign was to change the perception of the plastic bottles from being seen as waste that needs to be thrown out to a useful resource that needs to be treated as something valuable.
Thus, the image of Faberge bottle was born. The slogan says 'Some see trash, we see valuable resource'. The description explains how sorting trash and recycling the resources helps the environment and the economy.