Recharge Nature
Basic information
Project Title
Recharge Nature
Full project title
Recharge Nature - May the worst (wo)man win
Category
Reconnecting with nature
Project Description
Recharge Nature is a marketing campaign for the revitalization of the Dolomiti Bellunesi region, aiming to raise awareness on sustainable tourism and to make the destination a promoter of a necessary rethinking of tourism in terms of sustainability. It does so by celebrating a return to nature and increased environmental awareness.
Geographical Scope
Regional
Project Region
Veneto , Italy
Urban or rural issues
Mainly rural
Physical or other transformations
It refers to other types of transformations (soft investment)
EU Programme or fund
No
Description of the project
Summary
Recharge Nature is a marketing campaign aimed at revitalizing the Dolomiti Bellunesi region. Its goal is to raise awareness about sustainable tourism and position the destination as a proponent of a necessary reconsideration of tourism through a sustainability lens. This involves celebrating a return to nature and increased environmental consciousness to help tourists, the local community, and stakeholders rediscover the benefits of respecting and caring for the natural landscape.
The current campaign is the second act of a larger project. The initial edition in 2019 garnered over 19,000 applications for a device-free vacation in the Dolomites. The 2023 edition aimed to find the "worst tourist" and offered a "prize" in the form of an intense educational journey with a significant physical and psychological impact. Its purpose was to stimulate reflection among participants and those following the initiative regarding the value and scarcity of natural resources, their use, and the frequent waste.
By extending an open call to terrible travelers, one participant was selected from hundreds of applications. She was granted the opportunity to experience an "extreme" 5-day vacation in a remote mountain village with just one resident in the heart of the Bellunese Dolomites. This experience included survival activities in nature, discussions with sustainability experts, interactions with the local community to rediscover simple and sustainable traditions, and guidance from a sustainability coach.
Due to the importance of its message and the creative approach employed, the campaign has been turned into a prime-time TV production on RAI3. In this edition, the campaign emphasized news and topicality, quickly becoming viral in content and significantly reducing the implementation budget.
The current campaign is the second act of a larger project. The initial edition in 2019 garnered over 19,000 applications for a device-free vacation in the Dolomites. The 2023 edition aimed to find the "worst tourist" and offered a "prize" in the form of an intense educational journey with a significant physical and psychological impact. Its purpose was to stimulate reflection among participants and those following the initiative regarding the value and scarcity of natural resources, their use, and the frequent waste.
By extending an open call to terrible travelers, one participant was selected from hundreds of applications. She was granted the opportunity to experience an "extreme" 5-day vacation in a remote mountain village with just one resident in the heart of the Bellunese Dolomites. This experience included survival activities in nature, discussions with sustainability experts, interactions with the local community to rediscover simple and sustainable traditions, and guidance from a sustainability coach.
Due to the importance of its message and the creative approach employed, the campaign has been turned into a prime-time TV production on RAI3. In this edition, the campaign emphasized news and topicality, quickly becoming viral in content and significantly reducing the implementation budget.
Key objectives for sustainability
The key objectives of “Recharge Nature” projects are promoting sustainability in tourism and raising awareness about the need to preserve the natural environment. Here's how these objectives were achieved:
Sustainable tourism awareness: the project aims to raise awareness among tourists, the local community, and tourism industry stakeholders about the concept of sustainable tourism. This objective was achieved by promoting a return to nature and environmental awareness as fundamental elements of the tourism experience. The campaign encouraged participants to reflect on the importance of responsible and sustainable tourism.
Celebration of nature and the environment: engagement with experts, such as a snow scientist (nivologist), to raise awareness about the scarcity of natural resources, their use, and frequent wastage. Reflecting on the need to preserve the natural heritage and the consequences of climate change on the territory (taking the participant to a picturesque location where the effects of the Vaia storm are visible, promoting reflection developed with experts). Additionally, the project involved "Up to You," which partners with businesses to enhance their sustainability, to discuss the CO2 emissions generated by our actions and their environmental consequences. It also focused on valorizing what nature offers through harvesting activities.
The search for the "Worst Tourist": An unusual but effective goal of the campaign was to seek out a traveler with poor habits and offer them an educational journey with a significant physical and psychological impact. This journey stimulated deep reflection on the scarcity of natural resources, their utilization, and frequent wastage. In this way, the project aimed to raise awareness about sustainability-related issues.
Sustainable tourism awareness: the project aims to raise awareness among tourists, the local community, and tourism industry stakeholders about the concept of sustainable tourism. This objective was achieved by promoting a return to nature and environmental awareness as fundamental elements of the tourism experience. The campaign encouraged participants to reflect on the importance of responsible and sustainable tourism.
Celebration of nature and the environment: engagement with experts, such as a snow scientist (nivologist), to raise awareness about the scarcity of natural resources, their use, and frequent wastage. Reflecting on the need to preserve the natural heritage and the consequences of climate change on the territory (taking the participant to a picturesque location where the effects of the Vaia storm are visible, promoting reflection developed with experts). Additionally, the project involved "Up to You," which partners with businesses to enhance their sustainability, to discuss the CO2 emissions generated by our actions and their environmental consequences. It also focused on valorizing what nature offers through harvesting activities.
The search for the "Worst Tourist": An unusual but effective goal of the campaign was to seek out a traveler with poor habits and offer them an educational journey with a significant physical and psychological impact. This journey stimulated deep reflection on the scarcity of natural resources, their utilization, and frequent wastage. In this way, the project aimed to raise awareness about sustainability-related issues.
Key objectives for aesthetics and quality
The "Recharge Nature" project places a strong emphasis not only on sustainability but also on aesthetics and the quality of the experience through design and cultural benefits.
The project has embraced sustainable design in all aspects related to the involved infrastructure and activities during the experience. The experiences were designed to have a minimal impact on the surrounding environment. This included the use of local and recycled materials, optimizing energy efficiency, and employing ecologically friendly waste management systems.
The experience was designed to be immersive and engaging. The participant had the opportunity to live nature survival experiences, interact with the local community, and learn about their sustainable traditions. This design allowed for a deep connection with the environment and an appreciation of its beauty and significance.
The project also emphasized the promotion of local cultural traditions, which often incorporate sustainable practices passed down through time. Interactions with the local community allowed for an appreciation of the cultural benefits of sustainability, including local cuisine, traditional craftsmanship, and knowledge of the surrounding nature.
The campaign leveraged captivating visual communication to promote the experience, highlighting the uniqueness of the Dolomiti Bellunesi and the beauty of the natural environment. Furthermore, the involvement of a prime-time on national TV production on RAI3 contributed to spreading the message to a broader audience, emphasizing the quality of the experience through visually appealing presentations.
The project has embraced sustainable design in all aspects related to the involved infrastructure and activities during the experience. The experiences were designed to have a minimal impact on the surrounding environment. This included the use of local and recycled materials, optimizing energy efficiency, and employing ecologically friendly waste management systems.
The experience was designed to be immersive and engaging. The participant had the opportunity to live nature survival experiences, interact with the local community, and learn about their sustainable traditions. This design allowed for a deep connection with the environment and an appreciation of its beauty and significance.
The project also emphasized the promotion of local cultural traditions, which often incorporate sustainable practices passed down through time. Interactions with the local community allowed for an appreciation of the cultural benefits of sustainability, including local cuisine, traditional craftsmanship, and knowledge of the surrounding nature.
The campaign leveraged captivating visual communication to promote the experience, highlighting the uniqueness of the Dolomiti Bellunesi and the beauty of the natural environment. Furthermore, the involvement of a prime-time on national TV production on RAI3 contributed to spreading the message to a broader audience, emphasizing the quality of the experience through visually appealing presentations.
Key objectives for inclusion
The involvement of the local community in the project's design and execution was crucial to ensure inclusivity. Community members were actively engaged in the decision-making process and in creating a welcoming environment for visitors. This contributed to a sense of belonging and inclusion for all participants. The project promoted new social models based on sustainability, highlighting the value of human interaction, the sharing of experiences, and respect for the natural environment. It encouraged active participation from the local community and participants, fostering mutual understanding and collaboration.
The choice to involve the community, focusing on ancient activities and traditions, has written a new narrative for the valorization of the territory and its promotion.
The choice to involve the community, focusing on ancient activities and traditions, has written a new narrative for the valorization of the territory and its promotion.
Results in relation to category
The "Recharge Nature" project has achieved significant results and generated positive impacts in the category of promoting sustainable tourism and environmental awareness.
The project successfully met its goal of raising awareness among tourists, the local community, and tourism industry stakeholders about the importance of sustainable tourism. This was evident in the active participation of over 19,000 applicants during the first edition in 2019, as well as the virality of the second campaign.
"Recharge Nature" helped participants rediscover the benefits of respecting and caring for the natural environment through direct and engaging experiences. Interactions with the local community allowed them to appreciate the cultural benefits of sustainability by fostering deeper connections between visitors and residents. This contributed to the promotion of responsible tourism and long-term sustainability in the Dolomiti Bellunesi.
The involvement of RAI3 and other national media networks amplified the project's visibility at a national level, further disseminating its message.
Moreover, the project has contributed to strengthening the network of local operators who, guided by the Pro Loco, have decided to integrate the activities and promote the idea of their territory as a sustainable destination.
The project successfully met its goal of raising awareness among tourists, the local community, and tourism industry stakeholders about the importance of sustainable tourism. This was evident in the active participation of over 19,000 applicants during the first edition in 2019, as well as the virality of the second campaign.
"Recharge Nature" helped participants rediscover the benefits of respecting and caring for the natural environment through direct and engaging experiences. Interactions with the local community allowed them to appreciate the cultural benefits of sustainability by fostering deeper connections between visitors and residents. This contributed to the promotion of responsible tourism and long-term sustainability in the Dolomiti Bellunesi.
The involvement of RAI3 and other national media networks amplified the project's visibility at a national level, further disseminating its message.
Moreover, the project has contributed to strengthening the network of local operators who, guided by the Pro Loco, have decided to integrate the activities and promote the idea of their territory as a sustainable destination.
How Citizens benefit
The involvement of beneficiaries and civil society was a fundamental aspect of the success of the "Recharge Nature" project. Here's how they were engaged and the impact of this involvement:
Active participation of beneficiary citizens:
- Open Applications: From the outset, the project engaged anyone interested by allowing an open application process for the experience. This generated a high level of engagement and interest from the population, with over 19,000 applications received during the first edition in 2019.
- Selection of the "Worst Tourist": In the case of the 2023 edition, the project created an open call for "terrible travelers" to select the ideal candidate. This direct engagement made the public an integral part of the campaign itself, as they could identify with the selection process and the sustainability awareness message.
Involvement of civil society:
-Interaction with the local community: The project encouraged direct meetings and interactions between the participants and the local community in the Dolomiti Bellunesi. This allowed visitors to appreciate the local culture and sustainable traditions, while the community had the opportunity to share their knowledge and values.
The impact of this engagement was significant:
-Increased awareness: Beneficiary citizens played an active role in learning about sustainability principles through direct experience. They could witness the importance of preserving the natural environment firsthand and share this learning with their social networks.
- Ongoing engagement: Citizen engagement had a lasting impact, as many of the people involved continued to be active supporters of sustainability and the natural environment of the Dolomiti Bellunesi.
- Long-Term sustainability: This engagement contributed to building a base of long-term sustainability supporters within the community and among visitors, positioning the Dolomiti Bellunesi as a sustainable destination and promoting responsible tourism.
Active participation of beneficiary citizens:
- Open Applications: From the outset, the project engaged anyone interested by allowing an open application process for the experience. This generated a high level of engagement and interest from the population, with over 19,000 applications received during the first edition in 2019.
- Selection of the "Worst Tourist": In the case of the 2023 edition, the project created an open call for "terrible travelers" to select the ideal candidate. This direct engagement made the public an integral part of the campaign itself, as they could identify with the selection process and the sustainability awareness message.
Involvement of civil society:
-Interaction with the local community: The project encouraged direct meetings and interactions between the participants and the local community in the Dolomiti Bellunesi. This allowed visitors to appreciate the local culture and sustainable traditions, while the community had the opportunity to share their knowledge and values.
The impact of this engagement was significant:
-Increased awareness: Beneficiary citizens played an active role in learning about sustainability principles through direct experience. They could witness the importance of preserving the natural environment firsthand and share this learning with their social networks.
- Ongoing engagement: Citizen engagement had a lasting impact, as many of the people involved continued to be active supporters of sustainability and the natural environment of the Dolomiti Bellunesi.
- Long-Term sustainability: This engagement contributed to building a base of long-term sustainability supporters within the community and among visitors, positioning the Dolomiti Bellunesi as a sustainable destination and promoting responsible tourism.
Physical or other transformations
It refers to other types of transformations (soft investment)
Innovative character
The "Recharge Nature" project stands out for its innovative approach compared to traditional actions used in the field of destination marketing and sustainable promotion. It has adopted a unique experiential approach, providing participants with the opportunity to interact directly with the local community. This kind of direct involvement is very different from the passive approach of many traditional tourism activities. Instead of viewing the community as mere service providers, the project promoted authentic interactions between visitors and residents, making the community an integral part of the experience.
The idea of seeking the "worst tourist" and offering a re-educational journey is an innovative approach in promoting sustainability, creating a new narrative where the protagonist reflects all of us and our bad habits. This initiative challenged traditional expectations about tourism, pushing participants to deeply reflect on their behaviors and environmental sustainability.
The communication campaign harnessed the power of social media and media networks, reaching a broad audience, including those less attentive to sustainability-related topics.
The idea of seeking the "worst tourist" and offering a re-educational journey is an innovative approach in promoting sustainability, creating a new narrative where the protagonist reflects all of us and our bad habits. This initiative challenged traditional expectations about tourism, pushing participants to deeply reflect on their behaviors and environmental sustainability.
The communication campaign harnessed the power of social media and media networks, reaching a broad audience, including those less attentive to sustainability-related topics.
Disciplines/knowledge reflected
The design and implementation of the "Recharge Nature" project required input from various disciplines and fields of knowledge. This interdisciplinary approach was crucial for the project's success and involved representatives from different sectors. Here's how various disciplines contributed and interacted:
Ecology and environmental sciences: Experts in ecology and environmental sciences played a key role in project design, ensuring that the proposed activities were compatible with the conservation of the natural environment in the Dolomiti Bellunesi. They provided input on the sustainable management of natural resources and the optimization of the environmental impact of activities. We also collaborated with a Michelin-starred chef, who provided insights on the sustainable use of natural resources in cuisine.
Communication and media: Communication and media professionals contributed to creating an effective communication strategy to promote the project. They worked on visual communication, TV production, and media promotion to reach a wider audience.
Sustainability and environmental education: Experts in sustainability and environmental education played a fundamental role in educating participants and promoting sustainability principles. They organized informative sessions and provided educational support.
Ecology and environmental sciences: Experts in ecology and environmental sciences played a key role in project design, ensuring that the proposed activities were compatible with the conservation of the natural environment in the Dolomiti Bellunesi. They provided input on the sustainable management of natural resources and the optimization of the environmental impact of activities. We also collaborated with a Michelin-starred chef, who provided insights on the sustainable use of natural resources in cuisine.
Communication and media: Communication and media professionals contributed to creating an effective communication strategy to promote the project. They worked on visual communication, TV production, and media promotion to reach a wider audience.
Sustainability and environmental education: Experts in sustainability and environmental education played a fundamental role in educating participants and promoting sustainability principles. They organized informative sessions and provided educational support.
Methodology used
The "Recharge Nature" project used a multidisciplinary approach to achieve its goals of promoting sustainable tourism and environmental awareness.
It began with the active involvement of stakeholders at various levels, paying attention to the campaign's target territory and the local community. We started with their needs and listened to the narratives of those who live in the areas, analyzing the strengths of the less-known and harder-to-reach territories.
The project engaged the local community in the design of activities and experiences, ensuring that they were authentic and culturally relevant. This approach created a sense of ownership among the community and helped ensure adherence to local traditions. The core of the project was offering direct experiences to participants, with the aim of fostering a deeper understanding and greater emotional engagement with sustainability principles.
The ongoing evaluation to monitor the effectiveness of activities and make in-progress changes, conducted by Up2You, a leading company in environmental impact measurements, has contributed to ensuring that the objectives were achieved and that the participants' experience had a significant impact on both individuals and the community.
It began with the active involvement of stakeholders at various levels, paying attention to the campaign's target territory and the local community. We started with their needs and listened to the narratives of those who live in the areas, analyzing the strengths of the less-known and harder-to-reach territories.
The project engaged the local community in the design of activities and experiences, ensuring that they were authentic and culturally relevant. This approach created a sense of ownership among the community and helped ensure adherence to local traditions. The core of the project was offering direct experiences to participants, with the aim of fostering a deeper understanding and greater emotional engagement with sustainability principles.
The ongoing evaluation to monitor the effectiveness of activities and make in-progress changes, conducted by Up2You, a leading company in environmental impact measurements, has contributed to ensuring that the objectives were achieved and that the participants' experience had a significant impact on both individuals and the community.
How stakeholders are engaged
The "Recharge Nature" project engaged various stakeholders at different levels, from the local to the European level, in its design and implementation.
At the local level, the community was involved from the outset. Residents of the Dolomiti Bellunesi were an integral part of the project, providing input on the design of activities and experiences. They shared their knowledge and sustainable traditions with participants, contributing to creating an authentic and engaging environment. Various local organizations collaborated with the project to provide services and support, such as organizing meetings with the local community. The involvement of these organizations expanded the project's reach and allowed for a greater diversity of experiences for participants.
At the regional level, authorities supported the project by providing resources and logistical support. They collaborated with the project team to ensure that activities complied with local and regional regulations, thus contributing to the success of the initiative.
At the national and European levels, the involvement of RAI3 and other national media networks amplified the project's visibility on a national scale. This media exposure helped spread the sustainability message and raise awareness among a wider audience. The project also attracted attention at the European level as an example of best practices in the field of sustainable tourism, opening opportunities for knowledge sharing and engagement in European initiatives and projects or the possibility of replicating the format in different territories.
At the local level, the community was involved from the outset. Residents of the Dolomiti Bellunesi were an integral part of the project, providing input on the design of activities and experiences. They shared their knowledge and sustainable traditions with participants, contributing to creating an authentic and engaging environment. Various local organizations collaborated with the project to provide services and support, such as organizing meetings with the local community. The involvement of these organizations expanded the project's reach and allowed for a greater diversity of experiences for participants.
At the regional level, authorities supported the project by providing resources and logistical support. They collaborated with the project team to ensure that activities complied with local and regional regulations, thus contributing to the success of the initiative.
At the national and European levels, the involvement of RAI3 and other national media networks amplified the project's visibility on a national scale. This media exposure helped spread the sustainability message and raise awareness among a wider audience. The project also attracted attention at the European level as an example of best practices in the field of sustainable tourism, opening opportunities for knowledge sharing and engagement in European initiatives and projects or the possibility of replicating the format in different territories.
Global challenges
At the global level, tourism can have a significant impact on the environment and natural resources. "Recharge Nature" addresses this challenge by starting from the Dolomiti Bellunesi region to highlight how the growing awareness of global environmental challenges, such as climate change and biodiversity loss, requires local actions.
By providing a direct experience to participants, allowing them to deeply connect with the natural environment, this emotional connection contributes to raising awareness about the importance of preserving the environment and adopting more sustainable behaviors in their daily lives. The participation of local communities in the design and implementation of activities aims to spread a sense of shared responsibility for promoting sustainability and good practices. The presence and involvement of experts add an important level of detail to prepare individuals for the challenges associated with improving our behaviors. The solutions adopted can be replicated in other regions to address similar challenges in smaller territories but with global significance and impact.
By providing a direct experience to participants, allowing them to deeply connect with the natural environment, this emotional connection contributes to raising awareness about the importance of preserving the environment and adopting more sustainable behaviors in their daily lives. The participation of local communities in the design and implementation of activities aims to spread a sense of shared responsibility for promoting sustainability and good practices. The presence and involvement of experts add an important level of detail to prepare individuals for the challenges associated with improving our behaviors. The solutions adopted can be replicated in other regions to address similar challenges in smaller territories but with global significance and impact.
Learning transferred to other parties
The "Recharge Nature" project contains numerous elements that could be replicated or transferred to other places, beneficiary groups, and contexts to promote sustainable tourism and environmental awareness.
The active involvement of the local community in the design and implementation of activities is a key element. This approach can be adapted to various tourist destinations, encouraging the participation of local communities to create authentic and sustainable experiences.
The experiential approach that provides participants with the opportunity to directly experience sustainability and the natural environment can be applied in many contexts. Creating engaging and educational experiences is an effective way to raise awareness about sustainability by clearly highlighting good practices and addressing previously adopted negative behaviors.
The multidisciplinary and modular perspective can make the project scalable, adapting it to different circumstances. Involving experts from various disciplines, such as ecology, architecture, social sciences, and communication, can be applied to address the complex challenges related to sustainable tourism in various locations.
The strategic use of social media and media networks to promote sustainability messages can be applied in different tourist destinations. This strategy allows for reaching a broader audience cost-effectively. Furthermore, it strongly connects the valorization of local traditions with the overarching theme of environmental sustainability, promoting both local cultural traditions and their sustainable aspects. This approach enhances local culture and promotes cultural identity.
For these reasons, the project has the elements necessary to position itself as an example of best practices on an international level.
The active involvement of the local community in the design and implementation of activities is a key element. This approach can be adapted to various tourist destinations, encouraging the participation of local communities to create authentic and sustainable experiences.
The experiential approach that provides participants with the opportunity to directly experience sustainability and the natural environment can be applied in many contexts. Creating engaging and educational experiences is an effective way to raise awareness about sustainability by clearly highlighting good practices and addressing previously adopted negative behaviors.
The multidisciplinary and modular perspective can make the project scalable, adapting it to different circumstances. Involving experts from various disciplines, such as ecology, architecture, social sciences, and communication, can be applied to address the complex challenges related to sustainable tourism in various locations.
The strategic use of social media and media networks to promote sustainability messages can be applied in different tourist destinations. This strategy allows for reaching a broader audience cost-effectively. Furthermore, it strongly connects the valorization of local traditions with the overarching theme of environmental sustainability, promoting both local cultural traditions and their sustainable aspects. This approach enhances local culture and promotes cultural identity.
For these reasons, the project has the elements necessary to position itself as an example of best practices on an international level.
Keywords
Tourism Destination Marketing Campaign
Sustainable tourism development
Development of rural areas
Creativity
Connection with nature
