Waste
Non Profit
Branding
Campaigns

Breda BlinktFrom waste problem to city standouts

How do you build a foundation for a long-term behavior change campaign?

Lachende vrouw in beige jas gooit afval in een Breda Blikt afvalbak in een stadsstraat.

4 neighborhoods, neighborhood-specific activation
with local partners

100% scalable concept deployable
per neighborhood and target group

360° campaign visible from
purchase to disposal moment

The challenge

Litter is a persistent problem in many municipalities. In Breda, waste on the streets remained a recurring issue, especially in specific neighborhoods where outdoor dining is common. Measurements showed that food packaging waste is one of the biggest contributors to litter. Think of cups, packaging, and food scraps generated during lunch breaks, on the go, or around schools and shops. The challenge for the municipality of Breda became more than a one-time campaign: How do you develop the foundation for a long-term campaign on litter?

Persoon gooit afval in een prullenbak met "Breda Blinkt" tekst en sprankelende effecten erboven.

Man gooit koffiekopje in prullenbak, tekst "Breda Blinkt" erboven. Stedelijk straatbeeld, schoon en modern.

Glimlachende man gooit een plastic fles in de vuilnisbak op straat, tekst "Breda Blinkt" erboven.

Persoon gooit eten in een vuilnisbak, "Breda Blinkt" erboven afgebeeld.

Lachende vrouw gebruikt een glimmende prullenbak in een stadsstraat, onder het bord "Breda Blinkt".

Hand in pak laat koffiekopje vallen in een glanzende doos met mozaïektegels buiten op een zonnige dag.

Een zilveren metalen vuilnisbak met open zijkanten staat op een stenen stoep buiten.

The solution

We developed a powerful and scalable concept with Breda Blinkt as the foundation for a multi-year approach against litter. A concept that can be easily adapted to different neighborhoods, target groups, and themes. With variations like Heuvel shines, Peter excels, and “are you a standout”? By positioning residents as ‘standouts’, we make them part of the solution and build pride and ownership in the city.

The implementation of the concept was directly applied in practice through a campaign with a neighborhood-specific approach, targeting four neighborhoods in Breda. Together with local entrepreneurs, supermarkets, and schools, we integrated the message into the daily behavior of residents. Using tools like wobblers, napkins, trash can stickers, and exit posters, residents were reminded from purchase to consumption and the disposal moment of the right choice. Combined with offline visibility and social content, a continuous presence was created in the neighborhoods. Our partner in behavior change, Behaviour Change Group, supported in determining the right conditions for the campaign and advising on making the impact measurable.

Ingelijste poster op rode bank: hand die afval weggooit, Nederlandse tekst, discobal aan de zijkant. Modern en eenvoudig ontwerp.

Twee vrouwen glimlachen terwijl ze een prullenbak gebruiken in een stadsstraat.

The result

With Breda Blinkt, the Gemeente Breda has laid a foundation for a long-term approach against litter. By tapping into the pride residents feel for their city and positioning them as ‘standouts’, recognition and involvement are fostered. The concept thus provides a lasting framework for communication and activation around litter.

Nederlandse borden met de tekst "Ben jij een uitblinker?" bij afvalbakken en winkels op vier openbare locaties.

Rond bord van energiedrankjes: Ben jij een uitblinker? Gooi je afval in de prullenbak.

Wat onze klanten zeggen

A satisfied client is the best strategy of all.

“Every Day handles the entire campaign process from A to Z. From concept and strategy to photography, production, placing materials in the city, and collaborating with entrepreneurs. Everything is taken care of!”

Lara van Kasteren

Senior communication advisor, Gemeente Breda