Last November, the Association of Cities for Urban Cleanliness awarded the Grand National Prize 2022 for cleanliness initiatives to the Nice Cleanliness Department for its innovative communication.
Following the success of the “Project 18” clip, which aimed to denounce violence against the police, firefighters, and SAMU staff, the Nice city hall decided to repeat the experience. This new project, titled “Papa,” will raise awareness about incivilities towards those who work to keep our city clean.
Raising Youth Awareness
This clip will highlight the behind-the-scenes work performed by the Cleanliness Agents, combat the incivilities they face daily, and raise public awareness about respecting the environment by adopting clean habits.
The Cleanliness Department chose this original medium to reach a wider audience since music, and particularly rap, can effectively convey a message to the youth, encouraging them to reflect.
A Text by Kaotik 747
Karim, known by his pseudonym Kaotik 747, is a rapper from Nice, deeply committed and dedicated to various causes. Naturally chosen by the Nice city hall, he embarked on writing a text, alongside the composer of the music, John Cabz. The clip was directed by Frank Liotardo and co-director Didier Deschamps, both of whom also participated in the first project.
The challenge of this mini-awareness campaign is to be precise so as not to be overly moralistic in message delivery. The team focused on emotion. Consequently, the clip depicts a typical day of a father working as a Cleanliness Agent, through the eyes of his daughter. We follow his daily routine and the lessons he tries to impart to his child.
In Immersion
To compose this new song, Kaotik 747 and the directors immersed themselves in the daily lives of the Cleanliness Department agents to better understand the difficulties and fears they face. For several days, they stepped into their shoes and discovered their routine alongside them. They could thus observe the quality of work and the professional commitment they accomplish daily to keep the city clean by removing the many waste items thrown on the ground.
The Cleanliness Agents have high hopes for this clip and hope to finally be seen with “eyes of respect.” It is also worth noting that the extras are not actors but indeed the workers from Nice.
While waiting for the release of “Papa” in early 2023, we invite you to discover or rediscover the previous clip “Project 18.”
