Client
The Clean City, Blue Ocean initiative funded by USAID used social and behavior change communication to educate and change community habits around recycling and single-use plastics. Single-use plastics contribute to the proliferation of microplastics in our natural environment. The program uses a participatory approach, working hand in hand with community members, local organizations, women, youth, independent waste collectors, and the public and private sectors to understand the socioeconomic and cultural roots of behaviors and design innovative approaches to introduce feasible alternative behaviors.
Challenge
With over 5 trillion plastic bags used every year, the impact is now being seen in coastal communities, even in remote locations. After conducting preliminary research with communities in the Pacific Islands, the CCBO team identified the need for a behavior change campaign to promote recycling. Ensemble was asked to design a variety of materials with culturally appropriate messaging and graphics that explained the issue, provided steps for how to recycle, and increased the commitment of community members.
Aha! Moment
The problem of plastic is complex; connecting unrecycled plastic waste to ocean microplastics can seem abstract. In addition, simple, brief messaging and compelling visuals were key.
Solution
We discussed at length the barriers to recycling, existing cultural norms that could support the behavior, and what messages best addressed the barriers. Ensemble then developed strategic messages to be used on a set of materials: A poster with recycling steps, a leaflet that included a signed commitment statement, a two-sided fan showing the benefit of recycling vs. the consequence of not, and a sticker with the campaign slogan that participants could place near their recycling area as a prompt. The campaign slogan, “Our island, our responsibility, our future!” was adapted to different communities and languages.
