b'APPLYING BEHAVIOURAL INSIGHTS TO INCREASE E-WASTE RECYCLINGJohn Patrick Ong ORourke, Syed Adny B Syed Agil Alkaff, Tan Elicia, Lee Hui ShanIntroductionSingapore has been persistent in its efforts to achieve a Zero WasteSingapore. However, our city still produces an estimated 60,000 tonsof electronic waste (E-Waste) yearly, equivalent to each personthrowing away 11 kg of E-waste or the weight of 73 mobile phonesevery year. A NEA survey in 2017 found that 60% of consumers saidthey did not know or were unsure of how they can recycle their E-waste. Hence, in this digitalized era, it is pivotal for E-waste to berecycled to enhance resource sustainability, reduce land and airpollution, and improve overall health and safety.We collaborated with the Ministry of Sustainability and the Environment (MSE), the NationalEnvironment Agency (NEA) and Chua Chu Kang Town Council (CCKTC)1 to study how BehaviouralInsights (BI) may be used to increase households adoption of proper E-waste recycling channels. Totest the effectiveness of our interventions, we organized a Collection Drive (CD) for E-Waste recyclablesin Chua Chu Kang Town, which has been earmarked as an Eco Town. From previous studies, we foundthat inconvenience, lack of awareness of E-waste recycling channels and misconceptions about E-waste are barriers to recycling. Apart from encouraging proper recycling behaviour, our CD aimed toraise awareness and educate residents about E-Waste recycling and promote positive social norms.1Nonetheless, opinions expressed in this write-up are the views of the researchers and do not necessarily reflect those of theseagencies.MethodologyAn Environmental Scan was conducted across 6 precincts in Chua Chu Kang (CCK) to find the mostsuitable location to hold the CD. Based on the geography and suitable areas for messaging, Precinct 3(Blocks 340-346, 350-355) was eventually chosen for the intervention. Posters and Leaflets were alsodesigned to promote E-waste recycling and encourage participation in the CD, whereby leaflets werechosen as a more personalised approach than posters,since they are sent to each household. The materialswere designed based on two distinct messaging types,Environmental and Decluttering (as shown below):Environmental Messaging (left) Focused on the impacts of not E-waste Recycling on theenvironment and the individual.Decluttering Messaging (right) Focused on the impacts of not E-waste Recycling on the individual only and its interactivity.All the posters and leaflets have salient titles, which draw attention of readers on the CD andhighlight the negative impacts of not E-waste recycling. They also make use of social norms by invitingresidents to participate in this community event: Join your neighbours in E-waste recycling.7TH PSYCHOLOGY STUDIES 40STUDENT CONFERENCE 2021'