Novo Nordisk and Meeting di Rimini: Turning Event Waste Into Educational Tools for Kids
What Happened
At the 2026 Meeting di Rimini, a new collaboration between pharmaceutical company Novo Nordisk and event organizers has taken shape under the initiative "Circular for Kids." The aim is to breathe new life into the temporary materials used during the event—such as roll-ups, banners, and sails—by transforming them into educational and play tools for children. Rather than discarding these communication materials after the event, they will be collected, processed, and repurposed into items designed for young visitors.
The initiative is managed in partnership with local organizations specializing in recycling and educational material design. After the event concludes, the communication materials will undergo a sorting and transformation process, resulting in durable, child-friendly products such as play mats, learning boards, and interactive installations. These resources will be distributed to local schools, kindergartens, and community centers.
Why It Matters
Large-scale events often generate significant waste, particularly from single-use promotional materials. By redirecting these resources toward educational purposes, the "Circular for Kids" project addresses two key challenges: reducing event-related waste and supporting children’s learning environments. This partnership demonstrates an actionable model for sustainability in the event industry, with potential benefits for both environmental impact and social value.
Moreover, the collaboration highlights a growing trend among corporations and event organizers to integrate sustainability and social responsibility into their core activities. For Novo Nordisk, whose focus includes health and social well-being, this initiative aligns with broader corporate strategies around community engagement and environmental stewardship.
Key Stats
- An estimated 1.2 tons of event communication materials are expected to be repurposed after the 2026 Meeting di Rimini.
- Over 20 local schools and community centers will receive the upcycled educational resources.
- The process involves collaboration with at least three local recycling and educational design organizations.
- The initiative aims to reduce the event’s landfill waste by up to 30% compared to previous years.
What's Next
Following the event, the collected materials will be processed over the coming weeks, with finished educational tools expected to be delivered to local institutions by late autumn. Organizers plan to monitor the impact on both waste reduction and the educational value provided to children. If successful, the "Circular for Kids" model could be adopted by other large events in Italy and beyond. Novo Nordisk and Meeting di Rimini have indicated interest in expanding the initiative in future editions, potentially involving more partners and scaling up the impact.