Rostra developed and launched the waste campaign ‘PURE Love’ for the City of Copenhagen in 2011 and has since been continuously responsible for executing and further developing the campaign’s communication activities. This includes the business-oriented activities with a focus on informing and guiding local businesses about participation in the campaign.
Several of the campaign’s elements were based on nudging – that is, pushing subconscious mechanisms to create behavioral changes. This helped launch nudging in Denmark, and the campaign remains the most well-known nudging campaign in Denmark. After the launch, 41% less waste was recorded outside the bins. The campaign was nominated for KomPrisen ’12, the Danish communications industry’s biggest award.