{"id":2033,"date":"2026-01-16T15:48:51","date_gmt":"2026-01-16T15:48:51","guid":{"rendered":"https:\/\/round.be\/repetition-as-the-key-to-behavioural-change\/"},"modified":"2026-01-16T16:03:02","modified_gmt":"2026-01-16T16:03:02","slug":"herhaling-als-sleutel-tot-gedragsverandering","status":"publish","type":"post","link":"https:\/\/round.be\/nl\/herhaling-als-sleutel-tot-gedragsverandering\/","title":{"rendered":"Herhaling als sleutel tot gedragsverandering"},"content":{"rendered":"\n

De aanhouder wint. Dat moeten de collega\u2019s van Fost Plus gedacht hebben toen ze eind 2025 een gouden BOA-award<\/a> in ontvangst mochten nemen voor hun mediacampagne.<\/h2>\n\n\n\n

De BOA \u2013 of Best of Activation \u2013 in de categorie \u2018ge\u00efntegreerde communicatie<\/strong>\u2019 beloont campagnes die via een veelheid aan kanalen de burger bereiken.<\/p>\n\n\n\n

Dat daarbovenop ook nog de Duurzaamheidsprijs <\/strong>ons te beurt viel, was echt de kers op de taart.<\/p>\n\n\n\n

Natuurlijk, we maken geen campagnes voor de (eventuele) awards. Het concept ontstond vanuit de vaststelling dat het aandeel verkeerd gesorteerd materiaal in de PMD-zak blijft stijgen <\/strong>\u2013 zelfs tot problematische proporties.<\/p>\n\n\n\n

Sorteerfouten <\/strong>zijn immers niet alleen een verlies voor de circulaire economie maar brengen ook tal van risico\u2019s met zich mee voor al wie in inzameling of sortering werkt<\/strong>. Van uitval van de sorteerlijnen door blokkades, over blessures door scherpe materialen tot zelfs rookontwikkeling of brand.<\/p>\n\n\n\n

We moesten dus het geweer van schouder wisselen wat betreft de communicatieboodschap. Van instructieve communicatie<\/strong> over de uitbreiding van de sorteerboodschap naar alle plastic verpakkingen naar sensibiliserende communicatie<\/strong> over de impact van verkeerd sorteren.<\/p>\n\n\n\n

Dat gedragsverandering een werk van lange adem is<\/strong>, weet iedereen. De campagne, met de pakkende slogan \u2018is het een verpakking, dan mag het de zak in\u2019, een oorworm van C\u00e9line Dion en een speelgoedkip was daarom te spotten op radio, televisie, cinema, online en buitenshuis.<\/p>\n\n\n\n

Door meerdere touchpoints<\/strong> met de burger te cre\u00ebren, kwam de boodschap over de volledige looptijd van de campagne meermaals de spreekwoordelijke huiskamers binnen.<\/p>\n\n\n\n

Aangepaste kanalen en aangepaste contentformaten vermeden dan weer mentale moeheid<\/strong>.<\/p>\n\n\n\n

Zijn we er ondertussen met de daling van de sorteerfouten? Nog niet, maar we zien voorzichtige vooruitgang.<\/p>\n\n\n\n

Door te blijven op de nagel kloppen<\/strong>, door de concrete informatie evenwichtig te combineren met zingeving slagen we er steeds beter in om de boodschap te laten landen en effect te cre\u00ebren.<\/strong><\/p>\n\n\n\n

De campagne werd herhaald in twee golven in 2024 en kreeg een nieuw jasje in het najaar van 2025. Ze is opnieuw te bewonderen in het vroege voorjaar van 2026<\/strong>.<\/p>\n\n\n\n

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\"Hotel<\/figure>\n<\/div>\n\n\n\n
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\"\"<\/a><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

De aanhouder wint. Dat moeten de collega\u2019s van Fost Plus gedacht hebben toen ze eind 2025 een gouden BOA-award in ontvangst mochten nemen voor hun mediacampagne. De BOA \u2013 of Best of Activation \u2013 in de categorie \u2018ge\u00efntegreerde communicatie\u2019 beloont campagnes die via een veelheid aan kanalen de burger bereiken. Dat daarbovenop ook nog de […]<\/p>\n","protected":false},"author":12,"featured_media":2031,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[24],"tags":[],"class_list":["post-2033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campaigns-nl"],"acf":[],"yoast_head":"\nHerhaling als sleutel tot gedragsverandering - Round<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/round.be\/nl\/herhaling-als-sleutel-tot-gedragsverandering\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Herhaling als sleutel tot gedragsverandering - Round\" \/>\n<meta property=\"og:description\" content=\"De aanhouder wint. Dat moeten de collega\u2019s van Fost Plus gedacht hebben toen ze eind 2025 een gouden BOA-award in ontvangst mochten nemen voor hun mediacampagne. De BOA \u2013 of Best of Activation \u2013 in de categorie \u2018ge\u00efntegreerde communicatie\u2019 beloont campagnes die via een veelheid aan kanalen de burger bereiken. 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