Location: Brazil

Funder(s): Alliance to End Plastic Waste

A collaborative project between Delterra and Recicleiros, with support from the Alliance to End Plastic Waste, to improve recycling participation in Guaxupé. Following ethnographic research into cultural drivers of recycling behavior, the “Separa+” (Separate+) program was launched, framing recycling as a civic duty and highlighting support for the Recicla Guaxupé cooperative.

The approach combined door-to-door outreach, digital communication and a chatbot. The pilot phase (eight weeks, one collection sector) saw participation peak at 3.5x pre-activation levels and a 33% increase in households separating recyclables.