Randers Municipality in Denmark, the country's sixth largest municipality, is beautifully situated next to the Gudenå River, fjord, and nature parks, and has for many years been at the forefront of creating a clean and pleasant city.
The municipality is working long-term to keep the urban environment clean, safe, and attractive, and has had Bigbelly since 2017.
When the work began almost ten years ago, the focus was primarily on streamlining waste management in the city center. The number of collections was reduced from 43,680 to 1,800 per year.
A wastebasket can be more than just a wastebasket
The municipality soon realized that the bins could contribute to more than just efficient waste management. They became channels for "nudging," small friendly nudges in the right direction to help people do the right thing.
By wrapping the containers and combining this with knowledge-driven campaigns, events, and creative approaches, Bigbelly became Bigbelly tactical tool in the urban environment for reducing littering.
The municipality likes to use warmth, creativity, and humor to create dialogue and engage residents. Over the years, Bigbelly have been used to influence behavior and have become part of the cityscape, from humor and nudging to pure storytelling.
Specific challenges and specific locations
The city tackles specific problems and pinpoints locations where challenges arise. One example is the initiative against cigarette butts, where the municipality distributed pocket ashtrays in central locations to make it easy to dispose of cigarette butts properly.
Another example is the campaign at the bus terminal in central Randers, where the station was transformed into a pink "chewing gum universe" to draw attention to the amount of chewing gum on the ground in a playful and engaging way.
The initiatives are clear, easy to understand, and invite citizens to participate. Here, the municipality meets people where they are and makes it easy to do the right thing. Local artists, schools, and businesses are often involved, which strengthens local support and increases the sense of participation.
A historical city walk with Bigbelly
In the "Historieruten" (History Route) initiative, Randers Municipality is collaborating with Randers City Archives to weave together history, cleanliness, and sustainability in public spaces.
The city walk is three kilometers long and goes through central Randers. Along the way, there are Bigbelly decorated with historical photographs and stories related to the current location.
What used to be just a trash can is now a small museum, a history lesson, and a proud symbol of that particular place.
Digital technology makes cultural heritage accessible to everyone
Each station has been given a historical motif and a QR code that links to a website with additional facts and stories. The stories have been carefully selected based on the location of each station.
Residents can experience the city's history through the ages, while also learning about local history. This places waste management in a new context.
When the History Route was inaugurated, residents, officials, and partners all took part. Among them was Mayor Torben Hansen, who emphasized the importance of promoting cultural heritage in a way that engages and surprises people in their everyday lives:
“We hope that the trash cans will make people stop, smile a little, learn something – and maybe even be more inclined to use them. When we turn trash cans into conversation starters, we can also change behaviors. It’s about meeting people where they are and making the right choice easy. These little stories are windows into the past. And a gentle reminder that what we do today—even something as simple as throwing away trash—helps shape the future," says Torben Hansen, Mayor of Randers Municipality.
Digital technology is opening up cultural heritage in public spaces, where trash cans are becoming carriers of knowledge. What was once a passing feature is now becoming a moment of discovery.
For the municipality, it is not just a matter of spreading knowledge, but of creating participation, pride, and long-term commitment.
“We want to make Randers an even more attractive municipality while influencing people’s behavior and attitudes toward waste. We use concrete but creative approaches that make people stop and think. We are now collaborating with the city archives to enable trash cans to both collect waste and tell a story.” – Jacob Piil, Communications Officer, Randers Municipality
5 tips from Jacob for creating engagement in public spaces
- Start where people already are
If you want to influence behavior, you need to be present in people's everyday lives—for example, on their way to work or at a trash can. - Dare to stand out
We notice that people react when something is unexpected. Humor and little surprises make people stop and think. - Invite people to participate
Engagement arises when residents feel that they are part of the story – e.g. through collaboration with Museum Østjylland and the city archives. - Combine utility with experience
A wastebasket can be a wastebasket—but it can also be a bearer of history, a guide, or a fun element. - Keep it simple
Pick a problem and a place—like cigarette butts or gum—and build an activity around it.
The municipality of Randers shows that litter bins are not only part of waste management, but that they can also change behavior. Through nudging and branding, Bigbelly becomes Bigbelly much a knowledge project as it is a commitment project.
When people encounter stories, humor, and history in their everyday lives, both their behavior and their experience of the city change.
It's about meeting people where they are, and making it easy, and a little more fun, to do the right thing.
Thank you, Jacob, and Randers Municipality, for agreeing to participate in the interview. Your work is both impressive and inspiring!
