Request The Municipality of Utrecht commissioned a campaign that would encourage residents to (better) separate green waste.
Solution Although people are more than prepared to separate their waste, a considerable number of uncertainties, prejudices and practical issues mean that residents separate waste incorrectly or, in some cases, not at all. An eye-catching concept was therefore selected, which supports and encourages residents in a positive manner to (better) separate green waste.
We felt some expert advice might do the trick. That is why Alta came up with Dr. Groen, a unique social format featuring a green waste guru who helps all residents in Utrecht to separate green waste correctly. In a unique and light-hearted style, Dr. Groen and his assistant break down all prejudices and objections, whilst offering a range of tips, tricks and engaging insights. The campaign was rolled out across a range of media, with a strong focus on social media.