As part of its 10th Anniversary activities, Éco Entreprises Québec (ÉEQ) launched an advertising campaign to inform communities throughout Québec about the importance and success of curbside recycling system.

In this humorous and informative advertising, Éric Salvail, who is well-known and liked by Quebecers, plays the role of a milk carton that passes through each step of the recovery process, up until his “second life” as a new product, made from recycled material.

This spring’s segment of the campaign was presented on TV and social media over six weeks, and users could click the link to ÉEQ’s website to see the ad’s making-of. The entire campaign featuring Mr. Salvail will run over a three-year period to highlight various aspects of materials recovery.