Citizen education for urban waste management

an educational strategy proposal through hybrid images and visual communication

Authors

DOI:

https://doi.org/10.14244/engurbdebate.v7i1.167

Keywords:

Educommunication, Advertising,, Urban Sustainability, Citizen Participation, Environmental Resilience

Abstract

The lack of citizen collaboration in the selection and disposal of urban solid waste weakens urban environmental resilience, as it generates pollution, harms the recycling chain, and increases the demand for virgin raw materials, compromising the self-sustainable system. This context contradicts the Sustainable Development Goals (SDGs) and the Brazilian National Policies on Environmental Education and Solid Waste, which emphasize the role of the participatory citizen as a transforming agent. Based on this problem, this article presents a strategic proposal for environmental education to be implemented in urban areas. The objective is to broaden access to information and stimulate citizen participation. The proposal is structured around three methods: the concept of Educommunication, Advertising, and Visual Communication through Hybrid Images. As a proof of concept, a hybrid image on the theme “Urban Solid Waste” was developed and applied in an urban installation located in a strategic point of downtown Ribeirão Preto, selected for its visibility, high pedestrian flow, and potential for citizen engagement. The proposal generates high impact by providing strong visual stimulation, maximizing attention, and strengthening the citizen’s connection with the environmental and sustainable cause, calling them to action.

Author Biographies

Cesar Kaue de Lima Luz, UNAERP

Advertising Professional, University Professor, and Master in Hybrid Imaging.
Director of Grupo Luz, he is a specialist in visual imagery, post-production, and hybrid narratives with applications in artificial intelligence. He teaches in higher education across Advertising, Architecture, and Journalism programs at UNAERP (University of Ribeirão Preto) and Estácio, contributing to the training of professionals focused on creativity, image, and visual innovation.

He was one of only five Brazilians selected as a beta tester for Adobe Photoshop CS5 and CS6, and is a member of the NAPP – National Association of Photoshop Professionals.

Recognized by major advertising agencies and graphic studios in Brazil, he has worked on campaigns for brands such as Ceratti, Lupo, Magazine Luiza, Colorado, Rock in Rio and The Town, Motorola, Seara, Burger King, Gatorade, Minerva, Havaianas, and Ferracini, among others. He collaborates with agencies and studios like Ogilvy, Artplan (RockCreators), Ideatore, Alta Comunicazione, MPM, Santa Clara, África, Agnelo Pacheco, Y&R, The Craft, Muva House, and Caio Vinícius.

A pioneer in the development of FOOH (Fake Out-of-Home) campaigns, he creates hyper-realistic pieces that combine CGI, photography, and post-production with high-impact digital strategies. He is a reference in the use of Generative Artificial Intelligence (GenAI) applied to Hybrid Imaging, merging 2D, 3D, and AI-generated content to produce unique visual compositions that blend advertising aesthetics, technical precision, and innovation.

He has received numerous awards in Brazil for his contributions to advertising imagery and was internationally recognized in the United States with the "Guru Award", winning first place in the leading Photoshop community competition.

He has been a Photoshop Conference speaker for over 15 years, sharing advanced techniques in creative production and post-processing. He also delivers courses, mentorships, and in-company consulting across Brazil and has conducted trainings in Japan.

His technical training includes mentorships with renowned professionals such as Mario Carramilo, Alexandre Keese, Jack Davis, Jim Divitale, Dave Cross, Russel Brown, João Campato Jr., among other national and international experts.

Erica Cristina Cunha, UNAERP

Architect and Urban Planner. Holds a Ph.D. (2011) and a Master’s degree (2001) in Architecture and Technology from the University of São Paulo – IAU-USP. She has been teaching for 22 years in the fields of Integrated Architectural, Urban, and Landscape Design; Built Environment Technology; Design; Graphic Representation; and Scientific Methodology. Her research emphasizes the following topics: Creative Processes, Design, Technology, Materials, Design, and Sustainability. Currently (2025), she is a faculty member at the University of Ribeirão Preto – UNAERP, where she is also part of the Structuring Teaching Core (NDE). She is a tutor for online postgraduate courses in Interior Design and Architecture and Urbanism at Faculdade Metropolitana. She also serves as a volunteer mentor in the field of Creativity at SUPERA PARQUE – Innovation and Technology Park of Ribeirão Preto. In addition, she works as an independent Architect and Designer.

References

ABREMA. Panorama dos resíduos sólidos no Brasil 2024. São Paulo: Associação Brasileira de Resíduos Sólidos e Limpeza Pública, 2024. Disponível em: <https://www.abrema.org.br/panorama>. Acesso em: 9 ago. 2025.

BRASIL. Lei nº 9.795, de 27 de abril de 1999. Política Nacional de Educação Ambiental. Disponível em: <https://www.planalto.gov.br/ccivil_03/LEIS/L9795>.htm. Acesso em: 27 jul. 2025.

BRASIL. Lei nº 12.305, de 2 de agosto de 2010. Política Nacional de Resíduos Sólidos. Disponível em: <https://www.planalto.gov.br/ccivil_03/_ato2007-2010/2010/lei/l12305.htm>. Acesso em: 27 jul. 2025.

IBGE. Projeções da população: notas metodológicas 01/2024. Brasil e unidades da federação. Estimativas e projeções: revisão 2024. Rio de Janeiro: Instituto Brasileiro de Geografia e Estatística, 2024. Disponível em: <https://biblioteca.ibge.gov.br/index.php/biblioteca-catalogo?view=detalhes&id=2102111>. Acesso em: 9 ago. 2025.

LUZ, Cesar Kauê de Lima; CAMPATO JR., João Adalberto. Imagens híbridas como instrumento de educação ambiental. Revista Científica ANAP Brasil, São Paulo, v. 12, n. 26, 2019. DOI: 10.17271/19843240122620192227. Disponível em: <https://publicacoes.amigosdanatureza.org.br/index.php/anap_brasil/article/view/2227>. Acesso em: 13 ago. 2025.

MCLUHAN, Marshall. Os meios de comunicação como extensões do homem. Tradução de Décio Pignatari. São Paulo: Cultrix, 1969.

NAÇÕES UNIDAS BRASIL. Objetivos de Desenvolvimento Sustentável. Disponível em: <https://brasil.un.org/pt-br/sdgs>. Acesso em: 8 ago. 2025.

ROCHA, Everardo. Magia e capitalismo: um estudo antropológico da publicidade. São Paulo: Brasiliense, 1985.

SINIR. Sistema Nacional de Informações sobre Resíduos Sólidos: relatórios nacionais. Brasília: Ministério do Meio Ambiente, 2025. Disponível em: <https://sinir.gov.br/relatorios/nacional>. Acesso em: 9 ago. 2025.

SOARES, Ismar de Oliveira. Educomunicação: o conceito, o profissional, a aplicação. São Paulo: Paulinas, 2011.

18

Downloads

Published

2026-06-30

How to Cite

Luz, C. K. de L., & Cunha, E. C. (2026). Citizen education for urban waste management: an educational strategy proposal through hybrid images and visual communication. Urban Engineering in Debate, 7(1), 38–49. https://doi.org/10.14244/engurbdebate.v7i1.167

Issue

Vol. 7 No. 1 (2026): Engenharia e Resiliência Urbana

Section

Artigos

License

Copyright (c) 2026 Cesar Kauê de Lima Luz, Érica Cristina Cunha

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.