THE CHALLENGE A city such as Stockholm generates a lot of waste. It is really important that residents of Stockholm try to minimise the amount of waste they create, know when and how to dispose of it and understand what happens to it afterwards.
THE SOLUTION The idea that waste should be seen as something valuable instead of just rubbish inspired the concept “Your waste – no ordinary rubbish”. To achieve an impact, the main focus was on the quantity per year of different types of waste.
THE RESULT The campaign has achieved very high scores over several years. 90% of people say that they understand the message (benchmark 39%) and the proportion who say that they sort their waste is steadily increasing, as is confidence in the city’s waste management.