CHALLENGE
17.500 tons of trash landed next to Belgian roads last year. That’s a nasty habit. The Public Waste Agency of Flanders wanted to reduce littering next to highways. But how can you get a message across at 120km/h?
SOLUTION
We gave 317 billboards next to highways a new function. And turned them into road signs. To be more precise: exit signs to indicate the distance to the next trashcan. Simple, and hard to miss. Reminding drivers not to throw trash out of their window, but rather to keep it untill they get to a trashcan. At the exits beachflags made the trashcans extra visible.
RESULT
Suprisingly, it got the attention of all major news channels.
But even better, it got the attention of drivers. Because during the campaign there was 32% less littering on highway parkings.
These posters were part of a bigger campaign that aimed to make people keep their trash with them until they come across a trashcan. We gave them temporary solutions of where to keep their trash. In their car, their purse or backpack. So they had to make a mess, in order to keep the streets clean.
RADIO
AT THE SCHOOLS
At schools we distributed wrapping paper for schoolbooks. The paper was covered in trash and said 'Throw your trash in your backpack, until you get to a trashcan.' Encouraging kids to make a mess of their backpack, to keep it clean.