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Project

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For a project in the minor I'm currently taking, Behaviour Design, I received an assignment from the Municipality of Amsterdam (Gemeente van Amsterdam) to introduce residents to separating their organic waste (GFT/E waste). This appears to be an important part of our ecosystem that Amsterdam hasn't yet adopted. It's my task to introduce this initiative.

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Process

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Based on extensive preliminary research, I found that influencing the current behavior of Amsterdam residents is very challenging. Therefore, I changed my approach. Target group: children. Children are still highly impressionable, making it especially important to teach them the correct behavior regarding the separation of organic waste (GFT/E waste) at an early age. These children can then, in turn, influence their parents.

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Concept explanation 

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The first phase of our concept is 'Learning'. Primary school students will play a self-designed memory game about organic waste (GFT/E waste) in the classroom. This way, we introduce organic waste separation in a playful manner.

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Now that the children have learned the basics about organic waste (GFE/T waste), they will start separating waste in the classroom. Each class will have its own organic waste bin. Above this bin, there will be a poster with images and text indicating what can and cannot go into the organic waste bin.

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When a class fills up the organic waste bin, they can get a sticker from the teacher (for example, a banana peel sticker). They can place this sticker on the organic waste bin. This way, the classes customize their own waste bin (IKEA effect). Who will be the first to fill up their bin? (internal competition)

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By means of an infographic that the children take home,
we inform the parents about the possibilities of separating
organic waste (GFT/E waste). The ultimate goal is for the
children to influence their parents' behavior regarding the
separation of organic waste at home.

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