Riċiklin Launched To Promote Waste Prevention & Environmental Awareness

The Southern Region has launched a new environmental education campaign aimed at promoting waste prevention and sustainability among children and families through the introduction of Riċiklin, a character created to deliver environmental messages in a creative and engaging way.

The initiative was officially launched by Minister for Local Government and Public Works Alison Zerafa Civelli during an event in Santa Luċija, which also marked the launch of the Waste Prevention Educational Campaign.

Minister Zerafa Civelli said that the Government remains committed to strengthening the role of local councils and regions in improving the quality of life within communities while supporting initiatives that contribute towards a cleaner and more sustainable environment.

“We must continue investing in education and environmental awareness, because protecting the environment is a responsibility we all share and change begins with the choices we make every day,” she said.

The Minister added that initiatives such as Riċiklin demonstrate how collaboration between the Government, regions, local councils and communities can help create opportunities to encourage more environmentally conscious and responsible generations.

Southern Region President Jesmond Aquilina said the region remains committed to investing in projects that encourage community involvement and raise awareness about sustainability. He explained that by involving children and families directly through educational activities, the region aims to develop a stronger culture of environmental responsibility.

Riċiklin was developed from an internal idea within the Southern Region, with employees contributing suggestions that were later transformed into the character. The initiative is based on the story of Ricky, a child who believes that items which are thrown away can still be given a new purpose. Through Riċiklin’s story, the campaign highlights the importance of reducing waste, separating materials correctly and recognising the value of reuse.

A 2027 calendar has also been created to bring these messages closer to families across the region. Each month will focus on a different locality and feature environmental stories and themes. A dedicated social media page will also share Riċiklin’s adventures and other educational content.

The event also saw the launch of the second edition of the Southern Regional Football Tournament, which will bring together around 600 young players from football nurseries across the region. Beyond competition, the tournament will also promote sustainability among young athletes and their families.

Through these initiatives, the Southern Region is combining education, environmental awareness, sport and community engagement to encourage greater responsibility towards the environment.