The document proposes three initiatives to improve waste management and increase carbon sinks in Madrid, Spain. The first proposes a public-private partnership called "+Verde" to reduce tree maintenance costs. The second proposes a biodiesel production initiative using recycled cooking oil to fuel public transportation. The third proposes increasing the municipality's social media presence to improve awareness campaigns in a more cost-effective manner.

1. Waste Management & Carbon Sinks Ilana Ventura – María Tapia – Mateo Gallego – Mauricio Yrivarren – Michel Noujeim

3. 4.000 tons of generated waste per daySource: Madrid City Council

4. Carbon Sinks Ability to absorb up to 20 tons of CO2/hectare/year (Ayuntamiento de Madrid, 2008) Ability to save up to 10% of energy usage around buildings (Trees for Cities, 2011) Adaptation measure: reducing urban heat island effect

5. Current Situation High maintenance cost of trees High percentage of citizens not recycling used cooking oil Municipality of Madrid not being present on social media

6. Research Questions Would the Municipality of Madrid save maintenance costs of green zones and encourage further tree planting by engaging the private sector in a partnership? Would the Municipality of Madrid reach a broader audience with their awareness campaigns by being present in social media? Would the Municipality of Madrid save money and become increasingly self-sustainable if it recycle used oil into biodiesel for its public transportation sector?

7. Methodology Literature review Field work Interviews Surveys

8. Proposal 1: +Verde

9. Green Madrid Highest number of trees in Europe 2nd highest number of aligned trees in the world 16m2of green area / inhabitant Source: Madrid City Council

10. Maintenance of Carbon Sinks Number of aligned trees: 248.000 Maintenance cost: 27.71€/tree/year 15% in tree maintenance cost Source: Madrid City Council

11. +Verde Public-Private Partnership Different Contribution Levels Environmental CSR

12. Proposal 2: Biodiesel

13. Sewage System Pollution 65 million liters 65.000 liters 160.000 Source:Obra Social Caja Madrid

15. Awareness campaign that includes TV, radio, printed and social media

17. Assumptions The average liters of cooking oil disposed/inhabitant Vegetable oil acidity Participation cooking oil recovery curve Fleet growth and Km run by the transport system Market price biodiesel curve

18. Scenario Results

19. B20 Environmental Benefits Source: California Air Resources Board

20. Proposal 3: Social Media

21. Social Media  of more than 24.6 million internet users worldwide only during the month of April (+3%) Spain 3rd EU country in social media consumption 78.6% of Internet users in Madrid are connected through social media Source:Ocio Network

22. Cost Comparison Advertisement tariffs per day (Monday to Saturday) 0.56 €/click

24. Cost efficient

26. Thank You

27. Biodiesel Price Volatility

28. Synthetic Trees absorb CO2 up to 1.000 times more than natural trees. remove 90.000 tons of CO2 per year. estimated cost of CO2 capture & storage :110-140 euros/ton

29. TREEPODS

30. Solar-Powered Trash Compactors Container capacity is increased by up to 6 times Less waste pick-ups : 5 times/week instead of 19 Automatic message (full locked)

31. Solar-Powered Trash Compactors Initial investment: 1.560.000 euros Annual savings: 568.000 euros Improved air quality