If the European regulations were achieve, it will be saved 72.000 million €/year. The waste and recycling sector will increase 42.000 million €/year and 400.000 employs will be created. The European Commission, with its ad campaign, Generation Awake, is focus on the environmental, economic, social and personal effects of the no sustainability use of the resources. www.generationawake.eu, shows how waste is valuable, before launch into the bin, there are other ways to extend life cycle: re-use, re-cycle, exchange, and repair. It is a way to awake wasting consciousness. First, we should avoid waste generation and when this is impossible, there are other ways to converse resources. Saving is basic, because it is also a question of saving money. The web has kind characters: Inma (impulsive), Agus (the water crazy), Rodrigo (robust) and Bernado (dust), they try to raise awareness of reduction, re-use, and recycle waste in a funny way. Wasting should be slow down, with consume awareness and how to avoid them. There are too much launched into the garbage dump that they have other solutions which depend on us and our behavior. Source: http://www.generationawake.eu/es/