Schön wie wir: Making Sustainability Part of Everyday Life in Neukölln

Neukölln has long been infamous for its trash problem – from illegal bulk waste and overflowing bins to abandoned takeout packaging and dog poop in public parks. In response, the district launched Schön wie wir in 2016: a long-term initiative designed to shift behaviors and attitudes around street cleanliness and sustainability.

The project was built around three core pillars:

  • Clean-ups and community engagement (led by IB Berlin-Brandenburg gGmbH)

  • Educational work with children, youth, and families – especially those with migrant backgrounds (coordinated by La Red e.V.)

  • Promotion of reusable dishware systems with local businesses and residents (with partners like Yesil Çember, TU Berlin, and BUND)

To unify and elevate the initiative, a central communications role was introduced to streamline messaging and boost public engagement. That’s where I came in.

Project Overview

Client: Bezirksamt Neukölln

On behalf of: NEW STANDARD.S

My role: Communications Coordinator & Content Creator

Timeline: April 2021 – March 2022

My Role

As the communications coordinator, I worked across organizations and teams to:

  • Align activities and outputs into a clear, cohesive public narrative

  • Curate and manage what, when, and how we communicated to diverse target groups

  • Develop and produce infotainment content for social media, making sustainability topics more accessible, engaging, and easy to act on

Creative Solutions

One of the project’s hidden gems was Raccoon Lilo, the initiative’s underused mascot. I reintroduced Lilo as a content anchor on social media:

  • Created short, fun, and educational formats where Lilo guided followers through DIYs, clean-up tips, and upcycling hacks

  • Built a flexible, anonymous brand figure that worked across platforms and resonated with all age groups

  • The result: increased engagement and recognition without tying communication to specific people or institutions.

Impact

Since taking over communications in 2021, our involvement steadily grew. By 2023, NEW STANDARD.S became the project lead, reducing overhead while maintaining the same output.

And the numbers reflect the momentum:

  • From 2021 to 2022, illegal trash volume dropped from 10,053 to 8,904 cubic meters – with the trend continuing downward

  • Neukölln, once Berlin’s dirtiest district (2017–2020), now ranks second in terms of cleanliness according to the city’s regularly published statistics

SDGs addressed:

  • SDG 12 – Responsible Consumption and Production

  • SDG 15 – Life on Land

My Main Takeaways

  • Mascots like Lilo can be powerful digital storytelling tools, offering anonymity, flexibility, and consistency in communication

  • Over-complex project structures drain resources. As communication leads in 2021 and full project leads from 2023 on, we simplified workflows, reduced costs, and improved output

  • Infotainment works: by blending education with entertainment, we reached wider and more diverse audiences

  • Localized engagement is key: curbside gardening, DIY events, swap meets, and cleanup drives remain the strongest touchpoints. As always, I saw myself as a coordinator of organizations with a similar mission and not executor of all these (necessary) initiatives.

The Bigger Picture

Sustainability in urban spaces isn’t just about rules – it’s about building habits, fostering pride, and showing that everyone has a role to play. With Schön wie wir, we made sustainability not just visible, but tangible, relevant, and fun in one of Berlin’s most vibrant and diverse districts.