Neukölln’s Bulk Waste Has Its Price
Each year, the Berlin district of Neukölln spends around €1.2 million cleaning up illegally dumped bulk waste. That’s public money – meant for things like schools, playgrounds, and green spaces – literally going to waste.
The problem? Most residents don’t realize how much this everyday behavior costs the city. Bulk waste gets left on sidewalks, and it becomes just part of the urban landscape – annoying to look at, but easy to ignore. That disconnect inspired our idea: what if we put a price tag on it?
We launched a guerrilla campaign that turned discarded sofas, TVs, and mattresses into eye-catching ad space. Oversized price tags were attached directly to dumped items, revealing their disposal cost and sharing what residents could do instead – from free swap-and-drop days to calling the BSR collection service. The goal was to make the invisible visible: every trash pile is a cost, and every resident can be part of the solution.
Project Overview
Client: Bezirksamt Neukölln
On behalf of: NEW STANDARD.S
My role: Project Lead
Timeline: July – September 2021
Art Direction: Maximilian Mauracher
My Role
This project was initiated and pitched proactively by our team. I led the campaign from concept through execution, bringing in public institutions, data, and design to make a complex issue feel tangible and actionable. Responsibilities included:
Developing the core campaign idea and pitch to the Neukölln district office
Coordinating with the BSR and public safety office to calculate real costs per dumped item
Writing campaign messaging and copy for the price tags and public materials
Overseeing timeline, stakeholder collaboration, and implementation
What We Created
On a sunny neighborhood walk with District Mayor Martin Hikel and members of the local press, we rolled out the campaign in public space. Large, bright price tags in four languages were tied to dumped appliances and furniture, making the cost of careless behavior impossible to ignore. We paired each tag with concrete tips on legal and accessible waste disposal options – like free cargo bike rental, local recycling yards, and neighborhood cleanup events.
The Impact
This low-budget, high-impact campaign quickly gained traction. Coverage in rbb Abendschau, Tagesspiegel, Berliner Morgenpost, BZ Berlin, BVG’s Berliner Fenster, and taz helped us reach nearly 2 million contacts. On social media, campaign content was viewed by over 30,000 people, sparking online conversations and neighborhood engagement.
Most importantly, bulk waste in Neukölln dropped by around 15% in 2022—a significant decrease and one more step toward meeting SDG 15: Life on Land.
What I Learned
This project was proof that with the right idea, you don’t need a massive budget to make a big statement. We realized the entire campaign for under €5,000 (excl. VAT). By pitching proactively and backing up our concept with solid data, we got key decision-makers on board – and created something that resonated deeply with residents and the media.
