ACR+ member CITEO has launched a new awareness campaign to encourage citizens to consistently participate in sorting of packaging and paper activities under the motto "We don't give up!". While 88% of French citizens claim to sort their packaging, only 49% do so systematically. The focus now is not just to encourage sorting but to assist individuals in maintaining this practice consistently. CITEO aims to become a "sorting coach" and has adopted a positive and encouraging discourse to promote responsible behaviors. With an ambitious media plan, the campaign was launched on 5 November through a comprehensive approach including TV, radio, podcasts, cinema, press, digital and social media.