Zero Waste goes mainstream

SERVICES

Branding, naming, communication strategy, events, participatory formats, nudging, campaign creation, social media, content creation

GOAL

The zero-waste platform "Null Müll Neukölln" is the first of its kind in Berlin. Through a comprehensive, citizen-focused campaign, we communicate the full range of topics in an accessible and engaging way.

Problem

Despite years of effort, the district office of Berlin-Neukölln struggled to contain the growing volume of waste in public spaces. Previous communication relied primarily on appeals and often remained superficial—neither the district’s image nor deeply rooted everyday norms changed significantly. At the same time, in a diverse and urban environment like Neukölln, there was a lack of tangible points of connection and relatable role models who could present zero waste not as a moral ideal, but as a realistic part of daily life. The desire for a fresh start was strong—marked by the appointment of Berlin’s first Zero Waste Officer and the goal of developing a district-level zero waste strategy.

With the holistic zero-waste platform “Null Müll Neukölln” and a new focus on waste prevention and circular strategies, we’re tackling the problem at its root.

Lösung

We developed a holistic platform under the new name “Null Müll Neukölln” that communicated waste prevention, reuse, and circular thinking in a relatable, low-threshold, and visually impactful way. At its core was an out-of-home campaign that featured real Neukölln residents as ambassadors, presenting zero-waste behavior as a natural part of urban life—across multiple languages and everyday situations.

The campaign served as a starting point for a systemic communication approach: supported by social media content, video portraits, targeted media outreach, and locally anchored events, the topic was expanded and deepened across multiple channels. In parallel, new communication materials were developed for various target groups—from the hospitality sector to public administration—as well as initial prototypes for a digital platform and future focus campaigns. Rather than relying on moral appeals, we focused on confidence, diversity, and a shared language for a forward-looking district.

“After three years, we look back on a strong collaboration and are committed to continuing this successful path. The OOH campaign marks a fantastic kickoff for the next phase.”

– bezirksamt berlin-neukölln

Impact

In spring 2025, the campaign generated over five million hyperlocal contacts and significantly improved the perception of the district office as an active and positive initiator. Initial surveys conducted during the campaign period show that over 80 percent of respondents viewed the campaign positively—strengthening the association between Neukölln and the topic of zero waste.

At the same time, the organic reach of digital channels grew significantly since the platform's launch: follower numbers on Instagram doubled within just a few months, and website visits as well as newsletter subscriptions saw a noticeable increase. “Null Müll Neukölln” thus became a credible anchor and focal point for the topic of circular economy—and a starting point for the long-term transformation toward a zero-waste district.

Mehr zur Wirkung der gesetzten und geplanten infrastrukturellen Maßnahmen ergänzen wir hier in Kürze.

We develop effective strategies, meaningful actions and new narratives for our clients. Let's talk about your circular future - we look forward to your project request.