In 10 years, the share of recyclable waste ending up in the black garbage bin increased from 30 to 50%.

Despite growing “collective awareness,” many people still don’t sort their waste. We created a direct and impactful campaign to remind the public how easy it is to make the right choice every day.

To better meet expectations, we asked the right questions. Each led to the same conclusion: it’s actually easy to not get it wrong.

To raise awareness among Geneva’s population, we didn’t just create posters and social media content. We also activated the campaign in the streets, at collection points, and during local fairs.

Signs, educational booths, leaflets, and even a “memo-sorting” game were developed to teach the benefits of recycling in a playful and engaging way.