In its battle to reduce waste and save energy, Italy is focused on increasing its recycling efforts by 50% by 2020 in accordance with European Union objectives. Knowing that recycling is more than just putting an item in the correct waste bin, AXN is challenging its viewers to get involved and create original content that tells the story about how they are putting their recycled materials to new use. Each user can submit a photo and/or video, along with a description, showing how common objects can be recycled into a newly designed item that serves other practical purposes.