Challenge
Despite Singapore’s image as a clean city, this is largely due to the efforts of 58,000 workers who clean up its public spaces every day.
Public Hygiene Council (PHC) requires a strategic behavioural change project which goes beyond the current piece-meal behavioural intervention trials in order to:
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Identify triggers and motivators, as well as challenges and barriers to proper litter binning
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Develop behaviourally-informed recommendations to encourage habituation of proper litter binning behaviours.
A series of public engagements are being conducted, in the form of 28 focus group discussions held over 4 workshops, carried out on Saturdays throughout July and August 2022.
The discussion with residents seeks to ensure the voices of the community are heard, and that the norms developed by CAP will reflect a shared understanding within the community.
Approach
- Scoping: Review of organisational data, local and global literature; 20 x 90 min partner interviews
- Quant validation and segmentation: N=1,000 nationally representative street-intercept survey, incorporating Discrete Choice Experiments to assess influence of contextual factors.
- Co-designing localised interventions with residents and community partners within prioritised Towns via a half-day workshop.
Insight
- Littering is heavily influenced by both contextual and individual level factors
- Amongst controllable infrastructure factors, fullness of bin is the most important, not distance to bin
- There are 5 distinct behavioural / attitudinal segments in the population, who pull apart on 2 key dimensions: sense of responsibility and concern about the issue
Impact
Our work has provided PHC with a more nuanced understanding of what drives littering / binning behaviour and how these differ across the Singapore population, with targeted strategies proposed for each segment.
We hosted our co-creation workshop with residents and community partners in March 2023, after which shortlisted ideas were taken forward to implement and test.
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