SST x Waste Minimisation Campaign

In 2022 the Sustainable Seas Trust with the Nelson Mandela Bay Tourism published an RFP for producing a plastic waste minimisation guide for the Nelson Mandela Bay Municipality (NMBM) area.

Soapbox South Africa was chosen as the supplier to work with different stakeholders within the tourism sector to conduct the needed research and develop this guide. The following behavioural challenge was developed:

“How might we influence tourists, establishments and municipality to apply a 5R mindset in the Nelson Mandela Bay Municipality, in order to reduce their overall plastic consumption, littering and ultimately improve the city’s waste management?“

Based on the challenge and field research findings a concept was presented that was more than a “guide”, but took all the stakeholders in the value chain into account, i.e something for locals, operators and visitors.

The We R in NMB campaign was born that inspired and incentivised a community of NMB stakeholders to apply the following 5R methodology:

– Rethink your plastic use, carry Tupperware and reusable cups.
– Refuse plastic straws.
– Reduce plastic bottles, use taps or filling stations for water.
– Reuse shopping bags.
– Recycle: separate waste in the correct bins.

From there different marketing toolkits (e.g. OOH campaign, Social Media designs, Table talker, Branded recycling containers & vinyl stickers) were developed for the key stakeholders.