Berlin-Neukölln wanted to tackle overflowing public spaces and a growing waste problem. Together, we built “Null Müll Neukölln”—the city’s first zero waste platform. The program combined branding, OOH campaigns, nudging, events, and digital channels to make circular living part of everyday life. The results: over 5 million local contacts, 80% positive campaign perception, doubled social media reach, and a new reputation for the district as a proactive, future-ready zero waste pioneer.
Despite years of effort, traditional communication by the district office barely slowed rising waste levels. Appeals to citizens stayed superficial and failed to shift everyday norms or the borough’s image. In a diverse urban context like Neukölln, the missing link was clear: relatable entry points and local role models who made Zero Waste visible not as a moral burden, but as a real, attractive lifestyle option. With Berlin’s first Zero-Waste officer in place, the district was ready for a bold restart.
Despite years of effort, traditional communication by the district office barely slowed rising waste levels. Appeals to citizens stayed superficial and failed to shift everyday norms or the borough’s image. In a diverse urban context like Neukölln, the missing link was clear: relatable entry points and local role models who made Zero Waste visible not as a moral burden, but as a real, attractive lifestyle option. With Berlin’s first Zero-Waste officer in place, the district was ready for a bold restart.
We developed the holistic platform “Null Müll Neukölln” with a strong visual identity and an everyday, down-to-earth tone. An OOH campaign put real Neuköllners center stage, showcasing waste-free habits as part of normal urban life—multilingual and relatable. This was extended through social media storytelling, video portraits, targeted media work, and local events. From businesses to administration, tailored communication tools helped stakeholders join in. Instead of guilt and prohibitions, the campaign focused on pride, diversity, and shared ownership of a cleaner, circular neighborhood.
We developed the holistic platform “Null Müll Neukölln” with a strong visual identity and an everyday, down-to-earth tone. An OOH campaign put real Neuköllners center stage, showcasing waste-free habits as part of normal urban life—multilingual and relatable. This was extended through social media storytelling, video portraits, targeted media work, and local events. From businesses to administration, tailored communication tools helped stakeholders join in. Instead of guilt and prohibitions, the campaign focused on pride, diversity, and shared ownership of a cleaner, circular neighborhood.
By spring 2025, the campaign had generated more than five million hyperlocal contacts and massively improved the perception of the district office as an active, positive actor. Surveys showed over 80% positive resonance, with Zero Waste becoming more closely linked to Neukölln itself. Online, the platform’s organic reach grew strongly: followers doubled, website traffic surged, and newsletter subscriptions increased. “Null Müll Neukölln” became the credible anchor for waste reduction and circularity in Berlin—and a launchpad for systemic change at neighborhood level.
By spring 2025, the campaign had generated more than five million hyperlocal contacts and massively improved the perception of the district office as an active, positive actor. Surveys showed over 80% positive resonance, with Zero Waste becoming more closely linked to Neukölln itself. Online, the platform’s organic reach grew strongly: followers doubled, website traffic surged, and newsletter subscriptions increased. “Null Müll Neukölln” became the credible anchor for waste reduction and circularity in Berlin—and a launchpad for systemic change at neighborhood level.
“We look back on three years of strong cooperation and are determined to continue on this successful path. The OOH campaign is a fantastic kick-off for the next phase.”
— Bezirksamt Berlin-Neukölln
“By showing real people and how they do zero waste, we normalize doing the right thing and make it more accessible to all.”
— Louise Matell, Creative Director
