Context & Challenge
An essential industry, invisible where decisions are made
RCTP, the Roundtable for Reusable Containers, Trays and Pallets, represents European manufacturers of reusable transport packaging (RTP). Its 13 member companies operate in most EU Member States. Their crates, pallets, pallet boxes and containers carry fresh food, medicines, car parts and industrial goods across Europe, rotation after rotation.
In 2026, the European Commission was preparing a Circular Economy Act centred on competitiveness and a single market for secondary raw materials. A debate focused on recycling could leave reuse at the margins of the text, although reuse ranks above recycling in the EU waste hierarchy.
Two obstacles stood in the way. RTP is used between businesses, so policymakers rarely see it. And sustainability had lost ground to security, energy and competitiveness on the political agenda.
RCTP asked MOJO to lead its 2026 communication campaign, from strategy and creative concept to production, media and member mobilisation. The mission was to reposition RTP as critical infrastructure for Europe’s supply chains and to earn its place in the Circular Economy Act debate among EU and national policymakers.
Strategic Insight
Completing a sentence Europe knows well
Security, energy and geopolitics dominate the Brussels agenda. In that climate, a subject like packaging earns attention only through friction. MOJO took a formula usually heard in arguments for a smaller Europe and completed it.
“Europe deserves less” first reads as a call to cut. Read to the end, it becomes an ambition: less waste, less cost, less dependency and fewer emissions. Each “less” opens a specific policy door. Less waste points to the circular economy, less dependency on imported raw materials to strategic autonomy, fewer emissions to climate, and less cost to competitiveness.
The provocation is the hook. What follows is factual, sourced and written in a register a senior official can share without hesitation. The signature line closes the argument: “For decades, Reusable Transport Packaging has been moving Europe forward with less.”
Solutions
A campaign line that became a policy line
The line gave RCTP the language of its policy ask. Its address, rctp.eu/less, became the place where that ask is published.
The campaign went where EU policymakers pass every day. MOJO secured the first campaign on JCDecaux’s new Iconic screen at Schuman station, a 12 m² display at the entrance to the European quarter. Street interviews and a giant roll-up added a human side, with policymakers and passers-by answering the campaign’s central question on camera. Every moment was filmed, from the interviews to the roll-up and the screen itself. RCTP now owns a bank of photos and videos it can use again.
The campaign also equipped the coalition. Each of the 13 members received its own co-branded key visual and video, with a verbal identity and an amplification guide to speak in RCTP’s voice. A press and partner toolkit supported outreach, and online media picked the campaign up.
On the day the campaign went live, RCTP published its position paper and press release on the Circular Economy Act at rctp.eu/less. The campaign became the entry point to the policy ask, ahead of the summer break.
Results & Impact
The campaign runs until the end of October 2026. Final results will follow.
