Reduction in Waste by 2025

As Indonesia faces increasing global attention with marine debris and plastic waste plaguing its rivers and water bodies, conducting Behaviour Change is the first of five overall strategies in the National Action Plan on Marine Plastic Debris (2017-2025) which aims to achieve 70% of plastic reduction by 2025.

This behaviour change communication program is an effort, commissioned by the Kemenko Maritim and the World Bank, to develop a dedicated national communication program that brings campaigns and initiatives under the umbrella of the Gerakan Indonesia Bersih.


Gerakan Indonesia Bersih (GIB) is the National Identity for all clean-up and waste management initiatives, and the frame of reference in which the communication program stands. As part of the government efforts, GIB aims to encourage clean and healthy living behaviours amongst Indonesians, and to improve their perceptions towards waste management.


Marine Plastics Debris is primarily caused by infrequent/ limited waste collection efforts, and littering behaviour. The problem worsens with an explosive growth in the usage of single-use plastics and limited sorting and recycling of plastics.


This project identifies three target behaviours associated with each of these leakage points to reduce the flow of plastics into the environment. A behaviour change playbook has been developed for each behaviour as a communication guide on how to create campaigns/ initiatives related to each behaviour.



The communications program/ playbooks were developed through four exercises, which were conducted to determine the key elements for the development of this playbook.



Building on the principles of behaviour change theory, the Behaviour Change Strategy and Playbooks provide a strategic approach to behaviour change efforts aimed at reducing marine plastic pollution in Indonesia. The playbooks are intended to be a guide for which campaigns can be launched from – either as part of a larger waste management/ marine debris initiative or as a singular effort. Learn more about the playbooks or download them to start developing your own behaviour change campaigns.

Behaviour Change Project School Pilots Report


Behaviour change campaign pilots were conducted in schools as a way of evaluating the effectiveness of the components of the Playbooks, and to identify areas for improvement of the communications program. 


The pilots were conducted at two middle schools, a vocational school and an Islamic school, located near a riverbank (Ciliwung River). Through the guidance of the Waste4Change team, the selected group of students in the Green Team conducted behaviour change activities to motivate their classmates to stop littering, reduce their usage of SUPs, and sort and recycle their waste.


Start your behaviour change campaign using the playbooks as a guide and the download the templates below to help you!