Educational Campaign „The adventures of professor Little John land land”

Contact: Primo Podesta (Director), e-mail: or
Alessandra Foglio (PR and Communication LGH), e-mail: /

Linea Gestioni – LGH Group Holding
LGH via dell’Innovazione Digitale 26100 Cremona


References: more info you can find here or here

Children visit during campaign



WHERE: Italy
WHEN: since 2012
TYPE OF INSTRUMENT: Education, information, awareness raising
WASTE STREAMS: Municipal waste, Packaging waste, Hazardous waste, Agricultural waste, Industrial waste

About: LGH Company – Linea Gestioni deals with the management of the Integrated Waste Service and the energy service. The Group’s objective is to offer efficient services to the community in compliance with the principles of sustainability. Their activity is focused on the collection, transportation and waste disposal services in 117 municipalities in the provinces of Cremona, Lodi and Brescia. Some statistical data: 75% Separate collection, CO2g / Km 181 average emissions per vehicle. The environmental educational program has the target group of 10,000 students and it is aimed at raising awareness among the students, tomorrow’s citizens, about the themes of sustainable development, energy, recycling.

The project is aimed at primary and secondary schools of first degree, and for some themes also for students of secondary schools of the second degree, of the Municipalities served by the companies of the Group.  Linea Group Holding and more particularly Linea Gestioni have always dedicated particular attention to the new generations through the promotion of educational projects of environmental education – involving around 10,000 students each year, of over 400 classes, coming from the various Municipalities served – aimed at raising awareness among students, citizens of tomorrow, about the themes of sustainable development and recycling.

The educational project of the LGH Group promoted by Linea Gestioni in all the schools of every order and degree of the Municipalities served (in the provinces of Brescia, Cremona, Lodi) is called “The adventures of Professor Terra Terra”, from the name of the protagonist of the thematic publications distributed in all the registered classes



Campaign poster
As part of the project, the activities developed by Linea Gestioni are:

  • Class lessons on the differentiated waste collection
  • Lessons in class on the theme of Waste Reduction with advice and indications for smart purchases and to avoid waste (with a focus on the problem of food waste).
  • Class lessons on the theme of renewable energy with the illustration of the various sources of energy and focus on renewable energy sources.
  • Guided tours to ecological platforms (to let students know what waste to throw, the functioning and the usefulness of a waste collection center)
  • Guided visits to the plants for the transformation of waste and the production of energy from renewable sources of the LGH Group.

The project makes use of rich and compelling thematic publications, which develop through the story of the adventures of Professor Terra Terra (a young boy who thanks to “magical powers” helps humanity to solve the problems related to pollution and excessive exploitation of the Planet) and more in particular:

  • The book “The adventures of Professor Terra Terra – Separate collection – The good habits of Prof. Terra Terra”
  • The volume “The adventures of prof. Terra Terra: Less waste – Giovannino’s smart choices “
  • The volume “The predators of the lost energy”
  • Paperworks relating to the recycling and disposal plants of the LGH Group

Every year, at the end of June, the educational project of the next school year is set up (to be started in September). Linea Gestioni’s organizational structure sends to the Managers of all the Scholastic Institutes of the territory (as well as to the knowledge of all the Municipal Administrations) a leaflet with a list of the proposed activities and the registration procedures. Enrollment takes place exclusively via the web by filling out a specific form on the LGH Group’s school portal: The registrations for the proposed activities close each year on October 31st so as to allow the organizational structure to organize the activities already starting from 1 December. 

1. Knowhow: The project foresees the collaboration and consulting activity with the educational institutions and with the Municipal Administrations, in order to promote a greater “ecological awareness”
2. Funding: the project is completely funded by The Linea Gestioni budget (related to activities related to environmental issues) for the educational project for the year 2017/2018 is  up to € 60.000
3. Material resources: specific publications produced by the LGH Group:

4. Human resources:
Internal staff (Linea Gestioni or LGH): about 10 people per year are involved in the planning / coordination / organizational secretariat and for guided tours / lessons in the classroom, of which 80% are women; External staff: about 6/7 people are involved per year for coordination / organizational secretariat and for classroom lessons and guided tours, of which 70% are women

For more than 20 years, the companies of the LGH Group (even before they merged into LGH) promote educational projects to raise awareness on the issues of waste, water and energy. These projects have been harmonized in a single educational project since 2012 with the project “The adventures of Prof. Terra Terra” which has become a structured Group project (therefore extended to all the territories of the LGH Group) definitively starting in 2014.

For 2014/2015123 visits to facilities or platforms (involving 193 classes and 4,346 pupils); 131 lessons in class (involving 240 classes and 5,320 pupils). TOTAL: Classes involved 433 – pupils 9.666, Themes: separate waste collection, water, renewable energy
For 2015/2016: 111 visits to plants or platforms (involving 164 classes and 3,537 pupils); 308 lessons in the classroom (involving 401 classes and 8,515 students). TOTAL: Classes involved 598 – 12.052 pupils, Themes: separate waste collection, water, renewable energy
For 2016/2017: 84 visits to plants or platforms (involving 136 classes and 2,828 pupils), 241 lessons in the classroom (involving 360 classes and 7,486 students). TOTAL: Classes involved 496 – 10.315 pupils, Themes: separate waste collection, renewable energy, waste reduction
For 2017/2018: 77 visits to plants or platforms (involving 112 classes and 2,447 pupils); 325 lessons in the classroom (involving 366 classes and 8,081 students). TOTAL: Classes involved 478 classes – 10,528 pupils, Themes: separate waste collection, renewable energy, waste reduction, food waste

For the years 2016/2017 and 2017/2018 is available the split of the data of the only activities related to environmental issues (separate waste collection, waste reduction, visits to recycling plants) which is as follows:

  • 2016/2017 only environment, class lessons: 120 (involving 144 classes – 3,000 students), plant / platform visits: 25 (involving 41 classes – 897 students) Total: Classes involved 183 – 3.897 students
  • 2017/2018 environment only, class lessons: 208 (involving 238 classes – 5,236 students), plant / platform visits: 41 (involving 57 classes – 1,197 students) Total: 295 Classes involved – 6,415 students
Urban metabolism relevance
The practice is contributing to circular economy approaches by enhancing the circularity of materials (via up cycle, re-manufacture, resale, repair actions) and / or by aiming to „close the loop” and / or by showing the valorization approaches of the waste publications, class meetings, guided tours to help students to understand the importance of changing their habits, to develop respect for the environment, to adopt sustainable models of life, since the efficient use of resources requires minimization of waste and its transformation into raw materials for new products, going beyond the narrow focus on waste and closing the cycle of the circular economy.
Engaged participatory processes
The educational project was developed by the LG company and with the contribution of educational institutions and public administrations it has consolidate, enriched and improved over time.

The project is formulated on the basis of the age of the pupils involved modulating the proposed activities accordingly:
– Kindergartens ( 3-5 years) : lesson / game in the classroom
– Primary schools I and II year (students 6-7 years): lesson in the classroom in the form of a game, guided tour of the platforms
– Primary schools III-IV-V year (students 8-10): lesson in class, guided tour of platforms and recycling plants
– Secondary schools (1st level: 11-13 years, 2nd grade: 14-18 years) lesson in class, guided tour of platforms and recycling facilities

“The global impact of what we eat, use and rely on is never quite visible to everyone. Through a simple and repeated action we try to transmit to the new generations respect for the environment without borders, the conscious use of resources, being responsible for their own actions for worthy and better conditions of life for all and not just for those lucky enough to start every new day enjoying the fruits and the products of the work of populations farer from their country.  We strongly believe in this project and every year we invest human resources, materials to improve, integrate and expand the project. Great importance is given to the collaboration and consultancy with the educational institutions and with the Municipal Administrations, both in the planning of paths together with the teaching colleges and in the planning of specific initiatives with local administrators (weeks of the environment, cleaning the world, days of the territory, etc.). LG also collaborates in the drafting of university theses with themes such as water, energy and the environment” (Primo Podesta, Director at Linea Gestioni)

The schools that want to enroll on the program can register online, the tools such as manuals, guides, posters can be downloaded from the website  and in the case of printed documents, they are always recycled.
Sustainability and replicability
In Italy, in recent years, sensitivity on the waste front has increased: the average percentage of separate waste collection is about 68%, in the municipalities managed by LG the percentage is equal to 75%.   We have developed the concept of sustainability, the Earth no longer supports the weight of our insensitive and polluting actions, we produce too much waste, we waste too much water, we consume too much electric energy, we cut down trees to build, we pollute the air … the Earth does not have the time to regenerate … and every year the resources decrease more and more…” This is an abstract of the beginning of one of the publication for the school: “Giovannino’s good habits”.
The activities proposed, the publications, all about this educational project about themes like waste, renewable energies, reduction of waste production, food waste, etc… are based absolutely and totally on SUSTAINABILITY, and the importance to be sustainable. The practice can be easily reproduced by (local) public authorities and is relevant for other regions across Europe, it can be easily replicated.
Success Factors
The possibility of modulating the topics based on the age of the students, especially during class interventions and guided tours
Waste, Resources, Innovation.
On 2 December 2015 the European Commission adopted an ambitious circular economy package consisting of an action plan with measures related to the entire life cycle of products: It is therefore very important to educate the new generations to a more responsible consumption and sustainable, respectful of the environment and of workers
For more information, please check the deliverable, or contact the implementing body.

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