How 100 households joined CARE – and what we learned

We’ve now reached the milestone of recruiting 100 households to take part in CARE. But how did we get there – and what did we learn?

Different methods – same goal

The local partners in Finland, Norway, Sweden, Germany and Estonia used a variety of strategies – from posters and press coverage to local events and personal networks. Each region found different combinations that worked in their local context.

There has been press coverage of CARE in Aamulehti, one of the largest local newspapers in Tampere (used with permission).

In Finland, the local partners’ recruitment campaign to reach households included meetings with households at various locations, such as libraries and canteens, as well as social media marketing, a press release and an email to people on a pre-existing list who were interested in the project.

Thanks to the press release, the local newspaper ran an article offering “Six easy ways to reduce household waste”, which led to more than 30 households signing up.

Eight physical events in Estonia brought in 20 households. The ability to ask questions about time commitment and content was important. “They’re not interested in the project name, but in what’s in it for them,” one partner noted.

Sweden primarily saw results from two channels: Facebook posts and posters with QR codes around the city helped to reach the target audience. It became clear that the Facebook post from Gothenburg City resulted in over 20 sign-ups immediately.

Miriam Bätzing from the VERBRAUCHER INITIATIVE e.V. at the Umweltfestival Berlin 2025 recruiting households in the area for CARE’s Circular Pilots. | © VERBRAUCHER INITIATIVE e.V.

Germany took a structured and wide-reaching approach, using a press release, social media, flyers, sustainability platforms, member networks and events, including a presence at the Umweltfestival Berlin 2025. However, it was a press article triggered by their press release that played the most significant role in recruitment.

In Norway, nearly two-thirds of local households signed up after seeing an article about the CARE project in the municipal magazine, which was distributed to every home. The clear message, “Get help to waste less food and clothing”, combined with a QR code leading to the sign-up page, proved highly effective. “It’s clear that people want to learn. They’re curious about their food waste and clothing consumption,” said one Norwegian partner. “And they want to be part of something meaningful.”

Recruitment rooted in CARE’s core approach

The diversity of methods reflects not only local adaptation, but also the core principles of the CARE project. Rather than relying on individualistic or purely awareness-raising campaigns, CARE takes a practice-theoretical approach that emphasises the social, material and everyday aspects of people’s lives.

The recruitment efforts, which included flyers in supermarkets, face-to-face conversations, and targeted messaging, were designed to reflect this approach: being inclusive, concrete, and grounded in daily life. These principles are also embedded in the project’s overall communication and recruitment strategies, which aim to engage households as active co-creators of change, rather than passive recipients of information.

The project also takes a citizen science-inspired approach, in which participants test measures in their daily lives and share their experiences along the way.

What worked – and what surprised us

Across the regions, it was the practical relevance and clarity that made a difference. People responded well to tangible benefits and easy-to-understand messaging. At the same time, we were all surprised by how difficult it was to reach younger people. Despite social media ads, university outreach and mailing lists, only few students signed up. In Germany, for example, none of the initial 55 applicants were in education or training, and the average age was 45.

This article on CARE was published in the Asker municipality magazine (used with permission).

Another surprise? The speed with which people signed up once the message landed right.

In some regions, recruitment targets were met faster than expected, demonstrating that households are open to change when the invitation feels relevant.

In Germany, for instance, the main motivation for participating in the project was the wish to have a positive environmental impact, followed by the desire to understand one’s own carbon footprint. Financial savings were mentioned, but played a much smaller role.

From recruitment to retention

Although the overall goal was to recruit 100 households, most regions included a few extra participants – knowing that life can change over the course of the 18-month pilot period. This buffer helps to ensure that a robust dataset is maintained even if some participants drop out.

In Finland, 40 out of the 64 households who applied were invited to the launch events, with already 25 households engaging with the pilots within the first two days.

The focus is now shifting from recruitment to retention. Partners are working to meet participants’ expectations, maintain their motivation and support them throughout the project, thereby turning initial interest into long-term engagement. This includes physical gatherings to inspire and educate participants, personalised guidance through CARE’s circular advisory service, and a digital platform to facilitate ongoing dialogue and follow-up. Participants will take part in sessions on topics such as repair and redesign, as well as food-related activities such as cooking and meal planning.

The Asker municipality and the OsloMet team at CARE’s human-centred design workshop in Asker kommune, Norway, in the summer of 2024. | © Christina Ek Reindal

Let’s shape the next phase together

The CARE project is just getting started. As we shift from recruitment to supporting households on their circular journey, we’re keen to learn from others and share what we’ve discovered so far.

Have you worked on engaging communities in sustainable practices? What inspires long-term participation in your experience? We invite researchers, practitioners, municipalities and civil society actors to join the conversation. Learn more on how to engage with us.

Together with CARE, we transform our world for the better.

Header image: Photo by Ketut Subiyanto | Pexels