We Are Park

Challenge

As a result of the Covid-19 crisis, the number of visitors to Brussels parks increased. As did the amount of waste. Brussels Environment wanted to create a campaign to encourage visitors to properly manage their waste during the summer months.

Solution

We developed a campaign strategy that linked proper waste disposal with the strength of the local community. The key message aimed to reinforce proper waste disposal as a social norm, putting more pressure on littering behaviours. The campaign architecture prioritised contextual over traditional communications. It encouraged proper waste disposal by giving instructions at the right time and place and by speaking from the perspective of each park's local community.

Results

We observed positive results and impact, with the message correctly conveyed, including its collective responsibility dimension. Visitors reported improvements, confirming a 30% reduction in waste post-campaign. The campaign has been running for three years.

"We particularly liked Behaven’s in-depth analysis and innovative communication strategy based on a scientific approach to behaviour change."

Corentin Tassignon, Campaign Manager