Be The Change was rolled out as pilot program in winter 2024/2025 in 38 schools across the GCC involving over 4,500 students. In two immersive introductory sessions the students learned the basics on what plastic is, how we are using it today, what challenges we are facing in managing plastic waste and how they can make a difference through their action and innovation to help the global community in the days to come. Following the two sessions, students participated in three nudge interventions. They served as subtle reminders, empowering teachers to steer the students toward making more sustainable choices in their daily lives. Additionally, the schools had the opportunity to participate in activities that ranged from clean-ups to upcycling workshops in collaboration with the companies supporting the program.

The design and content of the program draws from state-of-the-art theories and practices of learning, behavioral change, and their application in wider society. The program also takes into consideration findings from the latest research on cognitive and emotional functioning of human mind that evoke actions and shape our decisions. Through extensive review of published research, the program was designed on key experiences of several behavioral change campaigns of the past years in the domain of plastic waste management. The long-term objective is to transform sustainable waste management practices from a cognitive reflective process to an automatic behavioral pattern through initial learning in the introductory sessions, followed by the sustained period of gentle nudges.

The pilot program was accompanied by a scientific outcome measurement to assess the quantitative and qualitative changes of Knowledge, Attitude and Practice (KAP) of students participating in the program. Hence, two studies were conducted measuring the level of KAP of students before and after the intervention through a structured questionnaire, covering topics such as plastic as a material, recycling, waste segregation and behavioral responses. The data collection was carried out online in English and Arabic, and statistical methods were applied for the analysis. Further, feedback of students, teachers and the project team, on the program, was compiled to develop recommendations for the future.

The endline study demonstrates that the knowledge of participating students on plastic and sustainable plastic waste management practices has notably increased; for instance, there is a 15 percentage point increase in the students’ knowledge about what plastic is and a 12 percentage point increase about the correct number of types of plastic according to the RIC. The study further demonstrates a 10 percentage points increase in students’ knowledge about waste segregation at home. Particularly in countries, where the understanding was low before the program was introduced, the campaign has made a significant change. As part of the program, the students were also able to increase their understanding of single-use plastic and the ways its waste can cause pollution if littered indiscriminately in nature.

It was noticed that overall, the students’ understanding that waste has a value was already high, however, it has further increased after the program. Likewise, the participants’ motivation on taking action to make a difference in reducing plastic waste pollution has also increased.

Regarding the practice of students, the study shows positive changes in their behavior indicating that the students have reflected more on their actions and have become more aware of their consequences. For example, the number of students stating that they would carry their plastic waste to a dedicated bin for sustainable disposal, has increased through the program, with the results further indicating that students have better understood what waste segregation is. There is also an eight percentage point increase in students practice of storing and reusing plastic waste bags. In line with this result, there is an increase in the number of students carrying their own bag to the store.

Through the qualitative part of the study, the students have shared that they are trying to contribute more to practices that are beneficial for a more sustainable future with plastic; for example, the students expressed that they have become more mindful in the usage of plastic.

It is noteworthy, that the students have given very positive feedback about the program, which they have rated with 4.4 out of 5 stars and 7 out of 10 students have stated that they would recommend their friends to participate in the program.

Likewise, the teachers were also satisfied with Be The Change, specifically highlighting its uniqueness of focusing comprehensively on one topic, which allowed students to immerse themselves in it from different angles. They expressed that the educational videos, which are part of all sessions were a very relevant and inspiring element of the program. According to the teachers, not just the content, but also the overall structure and activities of the campaign were very engaging for the students and provided practical guidelines for more sustainable behavior.

The teachers appreciated the role of the project team in the campaign and expressed that the project team was able to help and guide them in implementing the program very efficiently. Overall, the teachers feel that after the program, the students’ interest for the environment and awareness on the topic of plastic and particularly recycling has increased. The teachers would recommend other teachers to participate with their students in the program and rated the quality of the program on average with 4.7 out of 5 stars.

In light of the relevance of the subject and given the positive outcome of the pilot as captured in the endline study, the campaign can make a real difference, as behavioral change needs sustained engagement and time to produce optimal results. Sustained engagement with students, schools and authorities will also cultivate an ecosystem of learning on sustainable practices on plastic and its waste management. Considering the unique and effective approach of the campaign, with a wider scope Be The Change can become the leading movement of youth taking action for a more sustainable future with plastic in the GCC.