Scotland is stunning

Nobody could have predicted how the pandemic would impact on how people in Scotland would think and behave when it comes to the environment. When the restrictions were easing at the start of summer, there was a stark increase in littering. We turned to behavioural science to understand what was going on and to find the right solution. With a simple, positive message rooted in personal responsibility for our shared spaces, our campaign for Zero Waste Scotland re-established positive sentiment towards our environment; and triggered a measured reduction in the amount of litter tarnishing our stunning landscapes.