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The Biowaste Express Challenge 2.0: Engage, Act, Transform

The Biowaste Express Challenge 2.0: Engage, Act, Transform
The Biowaste Express Challenge 2.0: Engage, Act, Transform is a transformative initiative developed by students in the Global Business Bachelor’s programme at IPAM, a leader in marketing education in Portugal. Created within the Project Management course, the initiative aimed to address the UN Sustainable Development Goals (SDGs) by integrating systems thinking, transformative learning, and the PRME (Principles for Responsible Management Education). In partnership with Lipor—a local public organisation responsible for waste sorting and recycling—the challenge encouraged students to explore innovative solutions to the question: “How can we optimise participation, treatment, and valorisation of biowaste in the Lipor area to support a circular economy and reduce greenhouse gas emissions?”
To deepen their understanding of this challenge, students began with an in-depth briefing on biowaste issues and then visited Lipor’s facilities, gaining immersive insights into the complexities of biowaste management. Guided by their instructor, students used these experiences to collaboratively design the Biowaste Express Challenge 2.0. Extending well beyond the classroom, this initiative actively engaged the university community, reinforcing IPAM’s commitment to fostering sustainable practices and creating a positive impact.
This diverse group of students, representing nine nationalities—Portugal, Italy, Spain, Poland, Belarus, India, Libya, Brazil, and Namibia—brought unique perspectives and insights to the project, reflecting varied cultural contexts and practices. This international composition enriched discussions and contributed innovative ideas for sustainability solutions adapted to various global settings.
Structure of the Biowaste Express Challenge 2.0
  1. Bilingual Activation Station: Welcome and Gathering Point
    • Strategic Location: Two “Welcome Stations” were set up in high-traffic areas—one at the cafeteria entrance and another at the main reception—to ensure maximum visibility. Vibrant displays highlighted the environmental impact of biowaste, making these stations easy to locate and inviting as starting points.
    • Reception by Sustainability Ambassadors: Designated Project Management students, acting as Sustainability Ambassadors, welcomed participants and introduced them to the principles of biowaste valorisation and the circular economy, reinforcing each person’s role in fostering a sustainable environment.
  2. Quick Decision Challenge: “Sustainable Choice”
    • Digital Quick Action Card with Real Biowaste: To bring realism to the experience, the station was equipped with actual biowaste samples, providing an authentic context for participants. Participants accessed a “Quick Action Card” via QR code on their mobile devices, offering an eco-friendly, paperless experience. The digital card presented participants with rapid choices for waste treatment methods (e.g., “What would you do with these food scraps? A) Compost B) Energy C) Animal Feed”), designed for ease of use to maximise engagement.
    • Instant Feedback and Interactive Competition: Upon choosing an option, participants received immediate feedback on the environmental impact of their decision, and their scores were displayed on a digital scoreboard. This real-time scoring created a lively, competitive atmosphere that encouraged continuous interaction and engagement. The QR code also linked to additional resources, allowing participants to explore sustainable practices further.
  3. Express Ideathon: “Sustainable Idea for the Community”
    • Digital Sustainable Idea Prompt: To ensure easy participation, a QR code was available for participants to quickly submit their ideas on the prompt: “What practical steps would you suggest to increase participation, improve biowaste treatment, and enhance its valorisation in the Lipor area to promote a circular economy and reduce greenhouse gas emissions?”
    • Collective Idea Wall: The submitted ideas were displayed on a visual mural near the cafeteria, creating a space for collective brainstorming. Participants could read, reflect on, and vote for their favourite ideas, helping to identify promising concepts for future development. This collaborative wall showcased suggestions and inspired community members to adopt sustainable practices in their daily lives.
  4. Merchandise for Idea Activation: Eco-Advocate Recognition
    • Lipor-Branded Merchandise: Each participant received Lipor-branded merchandise, such as mini recycling bins or sustainable kits containing a pencil holder, pouch, and notebook made from repurposed materials, reinforcing the event’s sustainability goals.
    • Recognition and Visibility: Participants were encouraged to take photos with their Eco-Advocate items by the idea wall and share these on social media using the hashtag #BiowasteChallengeIPAMLipor. By featuring the most impactful ideas and sharing them online, this activity publicly recognised participants’ contributions and broadened the reach of IPAM’s commitment to sustainability.
  5. Marketing Campaign and Brand Activation
    • Event Communication: Posters, digital displays, and a screen featured top ideas in real time, encouraging participants to share their experiences on social media and expanding the event’s reach.
    • Event Hashtag: The official hashtag #BiowasteChallengeIPAMLipor enabled both participants and the university community to track the campaign, creating a digital gallery and fostering continuous engagement. This brand activation highlighted IPAM’s dedication to responsible education with a tangible, real-world impact.
This initiative was further enriched by gamification and storytelling, which heightened participant engagement and reinforced the event’s narrative. Gamification elements such as real-time scoring and interactive decision-making challenges created an engaging, competitive atmosphere, making sustainable practices more approachable and memorable. Storytelling was embedded in each stage of the activity, guiding participants through a journey of discovery and awareness around biowaste management and circular economy practices. Together, these elements heightened interest and retention, reinforcing the event’s core message. Ideas generated during the challenge provided valuable insights, helping students structure their projects in alignment with the challenge-based learning approach. Working within this framework, students collaborated with university stakeholders to design sustainable solutions. Each idea was carefully reviewed by Lipor specialists, who assessed the feasibility and relevance of the proposals in real-world contexts, ensuring that they aligned with practical and sustainable waste management practices.
By bridging academia and industry, the Biowaste Express Challenge 2.0 illustrated the transformative potential of uniting educational projects with corporate sustainability goals. Supported by IPAM and Lipor, this initiative went far beyond the classroom, inspiring the broader university community and sparking meaningful dialogue on sustainable waste management. This partnership demonstrated how collaborative efforts can yield impactful solutions, further establishing IPAM as a leader in education that empowers students and benefits the community.

Location

• WHERE it will take place

Country:

Portugal - Lipor area: Espinho, Gondomar, Maia, Matosinhos, Porto, Póvoa de Varzim, Valongo, Vila do Conde

Address:

Porto
R. Manuel Pinto de Azevedo
748
4100-320

Action Developer

• WHO will run the show

Entity:

IPAM - Instituto Português de Administração de Marketing
# Educational Establishment

How can you get in contact:

https://www.ipam.pt/ipam-porto/

José Pinto Silva
jose.pinto.silva@universidadeeuropeia.pt
+351 966869532

• WHEN

will it happen?

Dates of the proposed action:

• WHY

join hands and minds to prevent waste?

Check out other actions that will cover these themes:

Waste sorting and recycling
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