Influencing behaviour change in waste segregation
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Centre for Social and Behaviour Change is focused on bringing new capabilities such as behavioural science, design thinking, advanced data analytics and responsive
feedback to governments, practitioners and donors to help better design and optimise
behaviour change interventions.
The objective of the pilot is to test the effectiveness of intuitive terminology, visuals and
messaging in increasing knowledge, attitudes and intentions and adherence to waste
segregation behaviour in middle-class households.
Goal
Measure impact of clear understanding of dry and wet waste on segregation behaviour in individual households.
Encourage sustained behavior change through targeted communication interventions.
How do we get there?
It starts with Identifying the Barriers
The challenge was to simplify waste segregation for residents, ensuring clear guidelines on which waste belongs in each bin and what can be recycled. Equally important was fostering an understanding of segregation's impact on our environment and its benefits for our communities. By speaking to the users, we identified various barriers across hindering waste segregation as a process.
The Barriers
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So, how might we motivate and encourage residents to segregate their wet and dry waste?
Solving for all edge-cases
Simplifying Waste Sorting
Identifying whether the object is to be discarded in wet waste or dry waste can be confusing for beginners. To make things easier, we started referring to the common terms: Khaad Peti and Kachra Peti. If the discarded item is decomposable, it belongs to Khaad Peti. If the discarded item isn’t decomposable, it belongs to Kachra Peti.
Behavioral Principles
To reach our objectives and promote waste segregation among residents, we employed human behavioural principles. Our strategy aims at bringing in a behavioural change without adding another task for any individual or resident.
Visuals that deliver outcomes
Certain elements in the wet and dry waste category have pre-existing affordances. The more ambiguous elements which may cause confusion during segregation are slotted in the hard to identify category.
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Drawing inspiration from the traditional symbolism of stamps, which represent official validation, and their metaphorical use as a tool for making a lasting impression and asserting identity. Each bin's sticker has a unique stamp with images and a label, guiding users and reinforcing its purpose.
Recognizing the varied shapes of dustbins, including cylindrical, rectangular, and square forms, we implemented sticker designs that naturally adapt to these shapes, preventing any distortion or loss of meaning. To establish a unified print design system, we created a range of sticker layouts specifically designed for different bin shapes, ensuring visual consistency, adaptability & scalability.
Behaviour Boost
To enhance the dustbin sticker message, we launched a strategic digital campaign on the society's WhatsApp group. The goal was to improve education and awareness about waste segregation using games, polls, and quizzes. We focused on four central themes for our messaging:
We expanded the visual language in WhatsApp messages to underscore the central message on segregation, enhancing the memorability of offline stickers.
An engaging game allowing participants to assess their understanding from WhatsApp messages, featuring a familiar and intuitive swipe interaction. Earn virtual points to encourage the application of learned practices offline.
Desired Shifts
Beyond just crafting the print and digital assets, our team influenced the approach of communication leading to certain key shifts:
Visuals
Insights
Communication
Approach