A project proposed by a team of students from the Faculty of Journalism and Communication Sciences at the University of Bucharest to change the way Romanians view the recycling of waste electrical and electronic equipment has evolved into a campaign featured at UNTOLD 2026. The project, “Break the Curse When You Recycle,” comes to life from August 6-9, 2026, through an interactive installation that invites festivalgoers to discover, in a playful way inspired by the world of superstitions, which forgotten electronics in their drawers might be bringing them bad luck and to symbolically break the curse by recycling them. At the end of the experience, they receive a good-luck amulet.
Inspired by popular beliefs that old or broken objects can bring bad luck or block positive energy, the students’ project uses humor and the symbolism of superstition to convey a simple message: when you recycle electronics you no longer use, you make space in your home while helping protect the environment. The campaign is based on a creative idea that won the Student Innovation Challenge / WHAT’S NEXT? competition, organized in April by the Environ Association and the University of Bucharest.
Bringing the campaign to UNTOLD is a natural continuation of the idea developed by the students and demonstrates that creative solutions born in a university setting can become real tools for changing behavior.
“Through this campaign, we set out to turn recycling into a simple, natural, and even memorable act. UNTOLD gives us the perfect opportunity to reach a young audience, and the fact that this campaign grew out of an idea created by students shows that the best solutions can also emerge when we give young people the chance to actively contribute to change,” said Roxana Puia, Communications Director of the Environ Association.
Throughout the festival, participants are invited to find the two Environ recycling points in the accreditation area at the Horia Demian Sports Hall and bring along the small, old electronics they no longer use. Mobile phones, chargers, headphones, cables, computer mice, keyboards, and other small electrical devices can then enter the proper recycling and recovery process.
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