Driving Behaviour Change to Reduce Single-Use Plastic

Overview

A cross-sector behaviour-change programme that helped make reusable alternatives more visible, practical and rewarding for everyday shoppers.

Client

Singapore Environment Council — One Less Plastic Campaign

Industry

Environmental sustainability

Context

Single-use plastic was embedded in everyday shopping habits. The challenge was to encourage practical behaviour change while bringing public-sector bodies, businesses, NGOs and communities behind a shared environmental goal.

Services

Behaviour-change strategy
Audience research
Stakeholder engagement
Partnership activation
Community mobilisation
Campaign delivery

ACT brought together partners, practical incentives and citywide engagement to help shoppers choose reusable bags ahead of the introduction of paid plastic bags in stores.

The challenge

Help working adults and older shoppers make reusable bags part of their everyday grocery routine, while preparing for the introduction of paid plastic bags in stores.

People & partners

Local government bodies, municipal waste management departments, and the leadership team of major supermarket chains
Local citizens aged 25 to 75 with limited education and environmental awareness

The opportunity

The introduction of paid bags created a clear, immediate reason to change. The response needed to make a different choice feel simple and worthwhile through visible alternatives, practical incentives and messages delivered through trusted local channels.

What ACT did

We designed and delivered a six-month, two-phase citywide behaviour-change campaign for the Singapore Environment Council’s One Less Plastic Campaign.

Audience research

We began with audience research to understand everyday shopping habits, motivations and barriers to adopting reusable alternatives.

Partnership activation

We brought together 2 government agencies, 3 NGOs, 12 small businesses and 4 larger businesses around a shared approach. More than 300 volunteers helped bring the campaign to life.

Citywide participation

Pop-up activations, radio, billboards, PR, social media, influencer partnerships and events gave shoppers practical opportunities to understand the change, try reusable alternatives and take part in the reward programme.

Phase 1: Building alignment for change

Public-sector engagement

A briefing with the Minister of Environment and Health and local council leaders introduced the upcoming changes and built local support for the campaign.

Retail partner engagement

Targeted seminars helped supermarket managers understand the impact of single-use plastic and their role in supporting shoppers through the change.

Campaign planning

ACT developed the 12-week public-engagement plan with local authorities and supermarket partners, aligning messages, participation mechanics and local outreach.

Phase 2: Citywide activation

In-store activations

Weekend pop-ups in high-footfall supermarkets gave shoppers practical opportunities to engage with the campaign.

Coordinated communications

ACT created the campaign calendar, messaging and content with stakeholder teams across SMS, neighbourhood magazines, email and social media.

Local influencer partnerships

Local micro-influencers extended the message through relatable, locally relevant content.

Reusable-bag incentive

Shoppers reaching a minimum spend during supermarket activations received a reusable bag, making it easy to try a different habit.

Visible reminders

A campaign jingle, supermarket signage, public-transport placements and national radio kept the message visible throughout the rollout.

The Impact

A cross-sector coalition

The campaign brought together 2 government agencies, 3 NGOs, 16 businesses and more than 300 volunteers around a shared goal.

Participation exceeded target

The reward programme reached 200% of its anticipated participation target. Shoppers returned consistently, often bringing friends and family to take part.

New partnerships and future potential

The campaign raised the client’s visibility and opened conversations with new partners and funders, supporting opportunities for the programme to grow.

Momentum beyond the campaign

The work helped spark a follow-on initiative, supported by a major bank and local eco-businesses.

The campaign turned a policy change into a visible, practical community effort, mobilising partners and giving shoppers a simple way to begin a new habit.

Singapore Environment Council