Marché Propre / Propere Markt

Marché Propre / Propere Markt

Big change starts with a tiny habit.
— BJ Fogg

Background:
At the beginning of 2015, Abattoir in Brussels reached out to us to facilitate their Change Towards a Plastic-free Market campaign. Since at Visuality we believe that small, localised changes are clearly linked to bigger change themes, we focused on small, step-by-step changes of people's behaviour. We learnt that people will often accept minor inconveniences in their own area of work, if they can see how they are helping to achieve something bigger and more meaningful.

Case:
We facilitated the Change Path of Abattoir while using visual and innovative methods, creation of infographics, communication design, service design, and elements of experience design.

At the start, we were supported by an existing model provided to Abattoir by The Factory Brussels, but by the middle of 2016 we decided that the Marche Propre / Propere Markt movement was getting so much attention from all over Belgium that it was ready for its own visual language.

Facilitating the meetings in a visual way:

Posters used at the market were prepared for various weather conditions:

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Meetings, also with with the press, were always visual:

The process of change is difficult. We created infographics which help to understand it better:

The good news is that behaviour change is not as complicated as most people think.
— BJ Fogg

By mid-2016, Marche Propre / Propere Markt had received so much attention that we decided to create a Marche Propre / Propere Markt visual identity that would stand out from the Abattoir style and could work independently. 

We designed a visual language containing a logo, set of posters, website, and Facebook Fanpage for the movement:

 

Informing off-line

Various open-source posters for those who want to support the movement:

Open-source free handbook and e-book dedicated to municipalities:


 

Informing on-line

 

Spreading the word

 

Building the community


 

Gathering feedback

Lately, we've been interviewing citizens of Brussels to find out what they think about the use of plastic bags. Below are a few of their answers:

We are choking the ocean, we are choking the whole world with that. The second thing is that there is no reason why we should use all these kinds of things that we are throwing away. There is no reason. We are choking ourselves with things that have just no reason to be.
— Jaques
Il faut informer ce qui est négatif dans les sacs plastiques. (…) Le principe, c’est le respect pour l’environnement et pour les choses. On fabrique quelque chose, on l’utilise si c’est possible de le réutiliser. Moi je suis habituée à ne pas jeter les choses. (…) Dès l’infance, il faut éduquer à ne pas jeter quelque chose que l’on peut réutiliser.
— Kime (Takayama)
Il faut recycler; c’est mieux que de gaspiller. On utilise (à la maison) que des sacs réutilisables. Les sacs, cela prend beaucoup de temps pour qu’ils se dégradent dans la nature. Et donc c’est moins bon.
— Moussa

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