New poster campaign in Jena promotes reusable packaging

With a new campaign, the city of Jena is once again sending out a visible signal for sustainability and resource conservation. Under the motto "Sustainable on the go - bring your own reusable tableware!", it is calling on people to increasingly use reusable rather than disposable items in their everyday lives - for coffee on the go, lunch to go or when shopping. The corresponding motifs will be displayed on digital billboards and advertising pillars throughout the city as part of the Thuringia-wide "Mission Mehrweg" campaign in June.

"Reusable instead of disposable helps to save resources and make our city more sustainable," says Dirk Lange, Head of Urban Development and Environment for the City of Jena. "The campaign shows how easily thisworksin everyday life."

Kathleen Lützkendorf, Head of Social Affairs, Health, Immigration and Climate of the City of Jena, emphasizes the importance of the initiative: "Sustainable action begins in everyday life. By using reusable packaging, we not only contribute to climate protection, but also strengthen a shared sense of responsibility for our environment and our city".

Reusable packaging works in everyday life

Practical examples from Jena's hospitality industry show that reusable packaging has long been a part of everyday life. Cafés and restaurants that use their own deposit systems or participate in reusable pools prove that less disposable waste and convenient service go well together.

Commitment to greater sustainability and climate protection

The campaign builds on the reusable poster campaigns from 2022 and 2025 and is part of the municipal commitment to greater sustainability and climate protection. Since 2022, Mission Reusable has been supporting the shift towards a sustainable circular economy, breaking down barriers to the use of reusable packaging and making climate-friendly alternatives visible in the cityscape.

The campaign also contributes to the city of Jena's sustainability strategy and climate action plan, which link resource conservation, sustainable consumption, waste avoidance and climate protection more closely together and point the way to a climate-neutral, circular urban society.