1. ENVIRONMENTAL SERVICE AREA
IDENTIS WEEE - LIFE+ Project
Kick-off
Bologna
November 15, 2011
Riservato e confidenziale

2. LIFE+ - IDENTIS WEEE
The Project - The LIFE+ Programme
Due to the high usage of electric and electronic devices, every year the amount of WEEE
(Waste Electrical and Electronic Equipment) grows at a rate three times bigger than that of other
solid urban waste.
The Emilia Romagna region has been able to carry out the separate collection of more than
23.000 tons of WEEE during 2009 and 5,3 kg/inhabitant, distinguishing itself at national level by largely
overcoming the target of 4 kg/inhabitant.
Hera Group has done even better by separately collecting and starting to recycle more than
14.500 tons in 2010, reaching 5,7 kg/inhabitant, and confirming thus the quality of its service and the
attention dedicated to the issue.
The project “IDENTIS WEEE” (Identification DEterminatioN Traceability Integrated System for
WEEE) aims at developing, testing, and realizing an innovative, effective and integrated system for
collection, traceability, identification, quantitative assessment and monitoring of WEEE.
The “IDENTIS WEEE” project was proposed within category Environment Policy and
Governance of LIFE+ (2010).
This proposed solutions will be tested on the area served by Hera S.p.a as well as in Spain and
Romania, in the territories served by the project’s partners. This cooperation gives the project its
transnational character.
2 Riservato e confidenziale

3. LIFE+ - IDENTIS WEEE
The Project - Partners
The partners involved in the IDENTIS WEEE project have a strong experience in the
field of collection, transportation and treatment of WEEE and represent a large number of
stakeholders and of consumers at European level.
Partners of the project are:
• HERA S.p.A. – ITALY (coordinating beneficiary);
• Consorzio Ecolight – ITALY (associated beneficiary - representing in Italy the most
important mass market chains associated to Federdistribuzione, Aires, e.g. Coop, Conad,
Ikea, MediaWorld, Comet, ecc.);
• Consorzio Ecolum – SPAIN (associated beneficiary - Madrid);
• Consorzio Environ – ROMANIA (associated beneficiary – Budapest)
Co-financed by:
• at European level, MWE (Municipal Waste Europe)
• at national level, ANCI and Federambiente;
• at local level, Regione E.R. and Municipalities interested in the project (Bologna,
Castenaso, Ravenna e Lugo).
3 Riservato e confidenziale

4. LIFE+ - IDENTIS WEEE
The Project - Innovation
The project consists of 14 Actions that have to be carried out in 3 years and a half (October 2011
- May 2015). IDENTIS WEEE will introduce innovative solutions for WEEE in the traditional waste
collection system. These include:
1. a new road container specifically designed for non-azardous WEEE collection and for specific
kinds of WEEE (cell phones, energy saving bulbs, etc.). The container will allow the identification
of the user and the monitoring of the service.
3. Innovative tools and containers for collection of WEEE to be located in Collection Centers, near
resellers and tecnical assistance centres. These containers will be equipped with monitoring
devices for the filling level.
5. A digital system for the identification of users, for determining the amount of waste delivered, the
identification of each item (producer, model etc.) for traceability.
4 Riservato e confidenziale

5. LIFE+ - IDENTIS WEEE
SYSTEM ARCHITECTURE – Equipment and data flow
A SPAIN ITALY ITALY ROMANIA
ECOLUM HERA ECOLIGHT ENVIRON
A
a
a
a
a
a
a Main Data Processing Center
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6. LIFE+ - IDENTIS WEEE
The Project - Added value
The project is highly innovative, both at national and European level.
I
The project has been designed for the following reasons and added value:
• The contents are highly innovative and useful, especially taking into account public tendering for
environmental services in the future;
• It reinforces the cooperation with municipalities and local communities, and strenghten the
partners’ brand;
• It has a strong value at the institutional level and represent an opportunity for developing local,
national and international agreements with Mass Market Distribution, Collection Centres etc.;
• It will allow to exchange experience and to establish partnership agreements at international level;
• The foreseen economic burden is relatively small;
• Finally it will contribute substantially to reach the Industrial Plan target concerning the collection of
WEEE (target 10/11 kg/inhabitant).
6 Riservato e confidenziale

7. LIFE+ - IDENTIS WEEE
Project Details - Partners’ tasks
The partners will be involved in the following activities:
I
• Design and development of prototypes for collection and transportation of WEEE (at local
level and by mass distribution centers);
• Development of an innovative WEEE tracking and monitoring system;
• Testing on the field of the tools and devices developed;
• Advertising al local, national and international level; Networking activity; Publications;
• Hera will be in charge of monitorning the advancement of the project according to plan
and of appointing financial auditors for reporting to the Commission (Action 11 and 12).
• Hera is also responsible for reporting to the Commission, during and after the project as
coordinating the management of the project.
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8. LIFE+ - IDENTIS WEEE
Project Details - Budget
• The 50% of the total cost of the project is financed by the European Community.
The total budget will amount to 3.522.336 €
• Detailed budget for Hera:
External Consu Other
Personnel Travel Prototype Overheads Total
assistance mables costs
971.384 212.915 14.800 352.000 139.205 1.000 81.247 1.772.551
• Detailed budget for Ecolum:
External Consu Other
Personnel Travel Prototype Overheads Total
assistance mables costs
274.710 101.470 14.850 80.000 51.963 1.000 25.427 549.420
• Detailed budget for Environ:
External Consu Other
Personnel Travel Prototype Overheads Total
assistance mables costs
286.128 44.010 16.000 175.000 34.967 1.000 27.034 584.139
• Detailed budget for Ecolight:
External Consu Other
Personnel Travel Prototype Overheads Total
assistance mables costs
250.120 159.220 10.000 150.000 13.000 33.886 616.226
8 Riservato e confidenziale

9. LIFE+ - IDENTIS WEEE
The Project - Espected Results
The increase in the amount of WEEE collected and tracked will be as summarized in the following
table:
INDICATORS OF THE SPECIFIC TODAY AT THE END OF THE % increase SOURCES
MUNICIPALITIES AREAS (2009) PROJECT (average rate of WEEE
INVOLVED IN THE PROJECT of all the tests and separate
collection system that collection
have been carried out)
ITALY 5 kg/ 11 kg 120% Data and other indicators
(Bologna, Ravenna, Castenaso,. inhabitant extracted from the Data
Lugo) average collection rate of
/ habitant
Processing Centre, verified
all categories of WEEE
and shared with provinces,
municipalities and regions.
SPAIN 6 kg/ 10 kg 67% IDEM
(Saragozza) average collection inhabitant / habitant
rate of all categories of WEEE
ROMANIA (Bucharest, Rosiorii 1,5 kg/ 3 kg 100% IDEM
de Vede) average collection rate inhabitant
of all categories of WEEE
/ habitant
ITALY/SPAIN/ROMANIA 0% 100% 100% IDEM
% complete traceability of
collected WEEE and certification
of the recovery process
9 Riservato e confidenziale

10. LIFE+ - IDENTIS WEEE
Project’s Actions
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11. LIFE+ - IDENTIS WEEE
Public tendering for protopype realization
 The partners shall invite competitive tenders from several potential subcontractors
and award the contract to the bid offering best value for money;
 In doing so, the partners shall observe the principles of transparency and equal
treatment of potential subcontractors and shall take care to avoid any conflict of
interest;
The partners have agreed to post one single tender for the realization of ALL
prototypes; Hera will act as Central Purchasing Institution (Centrale di committenza)
on behalf of the partners, in accordance art. 33 of the D.Lgs. 163/06, allowing it to
award subcontractors by public tendering for works, supply or services intended for
other contracting institutions.
 We remark that the prototypes’ realization is charged upon the different partners
and that the prototypes do not have the same cost. More in detail, the costs are
divided thus:
 for Hera: 350.500,00 euro (Action 1-3-4-5)
 for Ecolight: 149.500,00 euro (Action 2)
 for Environ Romania: 174.500,00 euro (Action 3 e 5)
 for Ecolum Spain: 79.500,00 euro. (Action 4 e 5)
11 Riservato e confidenziale

12. LIFE+ - IDENTIS WEEE
Communication and dissemination (Action 9)
In order for the project to succeed, Life requires that coordinator and partners set up and carry out
a series of actions for communicating and advertising the project and its results. More specifically,
a Dissemination Plan has to be drafted by November the 30th, 2011.
Communication activities include, but are not limited to:
 Realization of totems and notice boards to be located in the places where the project is active
and in strategic points;
 Realization of lealflet, brochure and other advertising material (on newspaper and radio);
 Organization of workshops e confereces;
 Organization of information campains by mass market distributors and municipalities
involved;
 Implemetation and constant update of a website of the project (to be realized by Ecolum by
end of March 2012)
Note
> All communication material should bear explicit reference to the Life support and inclide well
visible the Life logo. Material not bearing the Life logo will not be considered refundable.
> The testing phase of the cumminication campaign (Action 6) will be entrusted to a External
Communication Agency for an amount of 20.000 €.
12 Riservato e confidenziale