In order to build a culture of sustainability, legality and respect for the environment, it is fundamental to educate the new generations. The project “for a correct use of tyres” is now at its 7th edition. Together with the educators of Legambiente, it has already involved over 7,000 students all over Italy. The students have been able to see and, in some cases, even to “touch with their hands” the process of recovery of ELTs and the modalities of their correct management. At the same time, even a contest for the best video-advertisement on the correct recycling of ELTs has awarded a school sports plant and indoor furnishing in recycled rubber donated by Ecopneus to the finalist classes.