The UnPlastic Campaign: Changing behaviours, reducing plastic pollution.

The UnPlastic Campaign is a behavioural change intervention by Circularize for Change that addresses plastic pollution by changing the behaviours and systems that drive plastic consumption.

Rather than relying on generic awareness campaigns, we use behavioural science, environmental messaging and circular economy principles to design targeted interventions for demographic groups with the potential to influence the behaviours of others.

Our approach is simple:

Understand behaviour → Design targeted interventions → Build capacity → Measure change → Influence policy

Our Methodology

Our approach begins by identifying strategic demographic groups whose behaviours can influence wider communities, markets and social networks. We then develop targeted interventions that combine environmental messaging, capacity building and practical tools to equip participants to become agents of change. This can include environmental advocacy, public speaking, plastic waste audits, circular economy principles and financial literacy. We measure outcomes through observation, focus groups and participant feedback to understand changes in knowledge, attitudes and behaviour. The evidence generated is then translated into articles, policy briefs and advocacy to inform stronger approaches to plastic governance and the circular transition.

EcoMakola × UnPlastic Campaign

In 2025, we piloted the UnPlastic Campaign through a partnership with the GoTo Initiative, implementing the EcoMakola × UnPlastic Campaign at Makola Market in Accra, Ghana.

The pilot focused on reducing reliance on single-use plastic bags by engaging market actors around practical, reusable alternatives and exploring the behavioural and economic factors influencing plastic use.

The pilot provided valuable insights into how behavioural interventions can be applied within informal market environments and helped strengthen our evidence-based approach to tackling plastic pollution.

Plastic pollution cannot be solved through awareness alone. People need accessible alternatives, supportive systems and incentives that make sustainable choices practical.

The UnPlastic Campaign works to create those conditions while generating evidence to inform business practice, community action, and public policy.