On 15 May 2023, the sorting of food waste became mandatory for all Brussels residents. This reform was accompanied by a change in the collection schedule.
The campaign aimed to communicate effectively on these 2 reforms, while ensuring accessibility and direct involvement of all Brussels residents. It was implemented in four phases: raising awareness, encouraging through incentives (Brussels Orange Challenge), optimising communication via specific channels, and targeting populations that proved to be less sensitive to the topic.
Objectives
The campaign’s objective was to inform Brussels about two simultaneous reforms, and to bring about behavioral changes in waste disposal habits.
