In Brief

An Amsterdam agency installed a number of trash cans that made it more difficult to throw things away

The Amsterdam office of communications agency KesselsKramer came up with an innovative campaign to encourage students at the Koning Willem I College in the Netherlands not to litter on campus.

The Dutch students seem to have had some trouble throwing away their trash in the past as litter became a problem all around campus. To prove a point that cleaning up isn’t very difficult to do, the agency created a selection of new trash cans with minor adjustments that made it even more difficult to deposit unwanted items. These were installed around the college campus and the students were challenged to use them. They could also enter a contest by filming a video of their efforts.

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