One of the main obstacles for further progress and efficiency in the delivery of basic solid waste management services is due to poor existing financial systems that allow low fee collection rates.
Assuming that lack of awareness and insight of the citizens is part of the problem, the Joint Service Council implemented in October 2011 a multi-media campaign within its pilot region around Birzeit that stresses the responsibility of each person in contributing financially to the solid waste management system.
The main objective was to strengthen the relationship between the service providers and the customers and citizens.
In order to distribute something which is usable/consumable and at the same time doesn’t cause environmental pollution by containing waste material, the Joint Service Council team agreed to distribute a high number of apples (around 5,000) at the main bus station. At the same time, the apple will was the main symbol of the campaign, conveying the message that it only costs an apple to support a clean environment by paying the waste fees.
The message was communicated by volunteers wearing corresponding T-shirts and distributing the apples, banners and posters that were hanged in the busses and radio spots that were broadcasted before, while and during the ‘apple days’.