We gave 317 billboards next to highways a new function. We turned them into road signs. More precisely exit signs. But in stead of indicating the distance to the next exit, we indicated the distance until the next trashbin. That’s how we constantly reminded drivers not to throw their thrash out of the window, but rather keep it in their car until they reached a public trash bin. Simple, and hard to miss.

We hang 317 exit signs next to highways, each unique, with the exact distance of that sign to the next public trash bin. Thus, not only reminding people to their belief in a clean environment, also unconsciously influencing them into the right behavior. At public parking lots we put extra signs leading to and above the trash bins, so nobody could miss them. Furthermore, on these public parking lots and at gas stations we distributed to all passer-bys special designed dirt bags for in their car. So if they hit of the road again, they had a personal reminder ànd handy tool to keep their litter in the car until they reached the next trash bin.

We got the attention of all major news channels. But even better, we changed the behavior of the Belgian driver. During the campaign, we measured 32% less littering beside the highway and on highway parking lots. With a minimum of words, we created a maximum of impact.