As part of the initiative “Schön wie wir”
BRAND & COMMUNICATION
July – September 2021
In the Berlin district of Neukölln, 1.2 million euros are wasted each year on the disposal of illegally dumped bulk waste at the curbsides – money that could be used for schools, playgrounds, urban gardens, and generally to improve the quality of life in the district.
Externalized costs such as these are hardly understood by the population because they are hardly ever clearly communicated. Yet with every piece of bulk waste that ends up on the street, tax money is lost – regardless of the residents being aware of this issue.
A striking guerrilla campaign that puts the issue at the center of media attention – and of the people in the district.
We attached oversized price tags to bulk waste found on the street, showing not only how much disposal costs but also what to do instead, such as free swap and dump action days organized by the Kiezhausmeister or calling the collection service of the BSR. There are a wide range of waste disposal options!
We calculated the price imposed on the general public with the disposal –- i.e., the disposal costs per piece of bulky waste – in cooperation with the Neukölln district office, the public safety office, and the BSR. In this way, carelessly deposited waste is given a monetary value and a very concrete consequence. Additionally, we included information on available offers such as easily accessible recycling yards, free cargo bike rental, etc.
During a neighborhood walk with District Mayor Hikel and members of the local press, the XXL price tags in four languages were attached to trashed televisions, washing machines, and mattresses.
Thanks to media coverage in rbb Abendschau, Berliner Morgenpost, Tagesspiegel, BZ Berlin, BVG's Berliner Fenster, and taz, we were able to reach nearly 2 million contacts with the campaign.
Videos and photos of the action were also discussed on Instagram and Twitter and seen by more than 30,000 people.
An important first step on our way to rid Neukölln of trash and its dirty reputation!