Il diario di Cedro

With the story of the little dog Cedro – conceived by the Ufficio comunicazione (Communication Office) of the City of Lugano in collaboration with Sabrina Montiglia, photographer and Cedro's owner, and the young Ticino director Aline d'Auria – the City of Lugano has created an awareness campaign against littering.

A campaign that unites cities

At the initiative of the Azienda Cantonale dei Rifiuti (Cantonal Waste Management Company), the City of Lugano has made its campaign available to the Ticino cities of Bellinzona, Chiasso, and Locarno, which are also facing the same problem, as well as to the Valle del Cassarate and Gulf of Lugano Consortium. Since this issue is not limited to the Lugano area, the initiative featuring the little dog Cedro has been extended to other communities already active in the fight against littering.

The campaign

The campaign began on 9 May 2016, with a commercial airing for two weeks on RSI LA 1, posters displayed in urban centers participating in the campaign, and a Facebook page, "Il diario di Cedro", launched the previous year during Clean-up Day and later becoming Cedro the dog's online diary.

This was not designed solely as a campaign against littering but also as an opportunity for municipalities to strengthen their connection with their citizens. Those who care about their city treat it well. If we regarded public spaces for what they truly are, our spaces, we wouldn't leave litter on the streets, just as we don't leave trash on the floors of our homes.

Cedro evokes feelings of identification, protectiveness, and tenderness, emotions we hope everyone will feel for their city. After all, those who love their city keep it clean.