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In opdracht van Rijkswaterstaat ontwikkelden we een gedragscampagne aan boord die het correct weggooien meer dan verdubbelde.",{"dimensions":837,"alt":5,"copyright":5,"url":840,"id":841,"edit":842},{"width":838,"height":839},2752,1536,"https://images.prismic.io/behavior-change-group/_ToMOas4Ot7MhUMj_Gemini_Generated_Image_5bigyd5bigyd5big.jpeg?auto=format,compress","_ToMOas4Ot7MhUMj",{"x":147,"y":147,"zoom":148,"background":149},[844,862,876,973,1064,1084,1120,1127,1133,1151,1169],{"variation":845,"version":322,"items":846,"primary":847,"id":860,"slice_type":861,"slice_label":5},"withVideo",[],{"title":848,"image":854,"video":857,"embed_video_url":859,"has_margin_bottom":330},[849],{"type":327,"text":834,"spans":850,"direction":175},[851],{"start":852,"end":853,"type":174},43,63,{"dimensions":855,"alt":5,"copyright":5,"url":840,"id":841,"edit":856},{"width":838,"height":839},{"x":147,"y":147,"zoom":148,"background":149},{"link_type":858},"Media",{},"wide_hero$5e1f0a01-0000-4000-8000-000000000001","wide_hero",{"variation":321,"version":322,"items":863,"primary":864,"id":875,"slice_type":344,"slice_label":5},[],{"scroll_id":5,"content":865,"has_margin_top":32,"has_margin_bottom":330},[866,869,872],{"type":168,"text":867,"spans":868,"direction":175},"De uitdaging",[],{"type":188,"text":870,"spans":871,"direction":175},"De Nederlandse rivierdelta kampt met een probleem: vervuiling door sanitair afval. Uit onderzoek van Rijkswaterstaat bleek dat de riviercruisesector hierin mogelijk een rol speelt. Passagiers spoelen namelijk regelmatig vochtig toiletpapier door, doekjes die vaak (micro)plastics bevatten die lastig te filteren zijn. Hierdoor belanden ze in het looswater van het schip en kunnen ze zo in de rivier belanden. Ook veroorzaken ze verstoppingen in de vacuümsystemen aan boord met flinke overlast als gevolg.",[],{"type":188,"text":873,"spans":874,"direction":175},"Rijkswaterstaat vroeg ons daarom om mee te werken aan een oplossing. Het doel: passagiers van riviercruiseschepen stimuleren om vochtig toiletpapier na gebruik in de afvalbak te gooien in plaats van door het toilet te spoelen.",[],"text_content$5e1f0a01-0000-4000-8000-000000000002",{"variation":321,"version":322,"items":877,"primary":878,"id":971,"slice_type":972,"slice_label":5},[],{"text":879,"cards":889,"has_margin_bottom":330},[880,883,886],{"type":168,"text":881,"spans":882,"direction":175},"De aanpak",[],{"type":188,"text":884,"spans":885,"direction":175},"We zijn begonnen met een grondige analyse. Hiervoor hebben we deskresearch gedaan naar gedrag omtrent vochtig toiletpapier op riviercruiseschepen. Daarnaast interviewden we drie stakeholders: de engineer van het cruiseschip VIVA ONE, het hoofd van de schoonmaakdienst aan boord en een beleidsadviseur duurzaamheid met expertise in plastics.",[],{"type":188,"text":887,"spans":888,"direction":175},"Vervolgens voerden we een locatiecheck uit op een vergelijkbaar schip om de exacte context te begrijpen waarin het gedrag plaatsvindt. 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Dit gedrag reist op de automatische piloot mee aan boord.",[987],{"start":147,"end":988,"type":239},15,{"type":984,"text":990,"spans":991,"direction":175},"Scepticisme over het probleem: verpakkingen vermelden vaak dat doekjes 'doorspoelbaar' of 'biologisch afbreekbaar' zijn, waardoor passagiers deze claims geloven en denken dat doorspoelen gewoon kan. Maar ze weten niet dat het vacuümsysteem van schepen extra kwetsbaar is voor verstoppingen.",[992],{"start":147,"end":993,"type":239},30,{"type":984,"text":995,"spans":996,"direction":175},"Risicoperceptie: omdat de uiteindelijke verstopping buiten het zicht van de passagier optreedt en vaak niet terug te herleiden is naar een specifieke cabine, voelen gasten geen directe urgentie of persoonlijke verantwoordelijkheid.",[997],{"start":147,"end":998,"type":239},16,{"type":984,"text":1000,"spans":1001,"direction":175},"Behoefte aan hygiëne en schaamte: het weggooien van gebruikt sanitair papier in een afvalbak voelt onhygiënisch. De afvalbakken bevatten daarnaast doorzichtige afvalzakken, wat kan zorgen voor schaamte.",[1002],{"start":147,"end":1003,"type":239},33,{"type":984,"text":1005,"spans":1006,"direction":175},"Descriptieve norm: passagiers hebben geen idee wat de sociale norm is aan boord (wat doen anderen?).",[1007],{"start":147,"end":1008,"type":239},18,{"type":984,"text":1010,"spans":1011,"direction":175},"Waarde schone rivier: passagiers gaven aan een plasticvrije natuur intrinsiek belangrijk te vinden; een positieve motivatie die we konden benutten.",[1012],{"start":147,"end":272,"type":239},{"type":168,"text":1014,"spans":1015,"direction":175},"De interventie",[],{"type":188,"text":1017,"spans":1018,"direction":175},"Op basis van deze inzichten ontwikkelden we samen met ontwerpbureau ANDC een gelaagde gedragscampagne. De interventies waren specifiek ontworpen om de fysieke omgeving te optimaliseren en psychologische technieken zoals commitment, social proof en storytelling te activeren:",[1019,1022,1025],{"start":1020,"end":1021,"type":174},220,230,{"start":1023,"end":1024,"type":174},232,244,{"start":1026,"end":1027,"type":174},248,260,{"type":1029,"text":1030,"spans":1031,"direction":175},"list-item","Basis op orde: voordat de campagne startte, brachten we de fysieke basis op orde. Afvalbakken werden binnen handbereik en in het zicht geplaatst, en transparante vuilniszakken werden vervangen door ondoorzichtige zakken om schaamte weg te nemen.",[1032],{"start":147,"end":237,"type":239},{"type":188,"text":1034,"spans":1035,"direction":175},"",[],{"type":1029,"text":1037,"spans":1038,"direction":175},"De VIVA pledge en loterij: bij het inchecken ontvingen passagiers een commitment-kaartje waarop ze de ‘belofte van het schip’ konden ondertekenen. Door dit te doen, spraken zij de intentie uit om vochtig toiletpapier in de bak te gooien. Het inleveren van dit ondertekende kaartje bij de receptie gaf direct toegang tot een loterij waarmee passagiers korting op een volgende cruise konden winnen. Dit speelde in op een positieve vakantiebeleving.",[1039],{"start":147,"end":1040,"type":239},26,{"type":188,"text":1034,"spans":1042,"direction":175},[],{"type":1029,"text":1044,"spans":1045,"direction":175},"Commitment teller en sleutelpas sleeve: we plaatsten een mechanische teller op de receptiebalie om de positieve sociale norm (social proof) direct zichtbaar te maken. Telkens als een gast een pledge inleverde, ging de teller een cijfer omhoog. Als extra herinnering kregen gasten een speciale sleeve voor hun kamersleutel, zodat ze bij het openen van hun cabinedeur telkens aan hun belofte werden herinnerd.",[1046,1047],{"start":147,"end":193,"type":239},{"start":1048,"end":1049,"type":174},126,138,{"type":188,"text":1034,"spans":1051,"direction":175},[],{"type":1029,"text":1053,"spans":1054,"direction":175},"Kapiteinsspeech: we hebben suggesties gedaan voor punten om te verwerken in de centrale welkomstspeech van de kapitein, om in te spelen op gedragsbepalers.",[1055],{"start":147,"end":998,"type":239},{"type":188,"text":1034,"spans":1057,"direction":175},[],{"type":1029,"text":1059,"spans":1060,"direction":175},"Poster met gedicht: recht tegenover de toiletpot in de privécabines plaatsten we een poster met een gedicht in twee talen. Het gedicht koppelde het doelgedrag aan de waarden van de doelgroep, en een poster werkte als een prompt op het exacte keuzemoment.",[1061],{"start":147,"end":1062,"type":239},19,"text_content$5e1f0a01-0000-4000-8000-000000000004",{"variation":1065,"version":322,"items":1066,"primary":1067,"id":1082,"slice_type":1083,"slice_label":5},"fullWidthEqualHeights",[],{"left_image":1068,"right_image":1075,"has_margin_bottom":330},{"dimensions":1069,"alt":5,"copyright":5,"url":1072,"id":1073,"edit":1074},{"width":1070,"height":1071},841,595,"https://images.prismic.io/behavior-change-group/rAydJy_BBEVX6VBm_gedichtviva.png?auto=format,compress","rAydJy_BBEVX6VBm",{"x":147,"y":147,"zoom":148,"background":149},{"dimensions":1076,"alt":5,"copyright":5,"url":1079,"id":1080,"edit":1081},{"width":1077,"height":1078},1600,1200,"https://images.prismic.io/behavior-change-group/RhGs7dxlvFIrWImn_Fotointerventie-1-.jpeg?auto=format,compress","RhGs7dxlvFIrWImn",{"x":147,"y":147,"zoom":148,"background":149},"side_by_side_images$c72a6a71-d526-4280-a68e-39a1714c7189","side_by_side_images",{"variation":321,"version":322,"items":1085,"primary":1086,"id":1119,"slice_type":344,"slice_label":5},[],{"scroll_id":5,"content":1087,"has_margin_top":32,"has_margin_bottom":330},[1088,1091,1094,1102,1104,1112,1114],{"type":168,"text":1089,"spans":1090,"direction":175},"Het effect",[],{"type":188,"text":1092,"spans":1093,"direction":175},"De effectiviteit van de interventie is getoetst met een voor- en nameting aan boord van de VIVA ONE. Hierbij hebben we gebruikgemaakt van sensoren in de afvalbakken en zelfrapportage-vragenlijsten onder passagiers. De resultaten laten zien:",[],{"type":1029,"text":1095,"spans":1096,"direction":175},"Hoge maatschappelijke betrokkenheid: maar liefst 66,3 procent van alle unieke passagiers ondertekende en leverde de VIVA Pledge actief in bij de receptie. Daarnaast was er na de campagne een stijging in de respons op de zelfrapportage-vragenlijsten, wat mogelijk aantoont dat de campagne het onderwerp liet leven en de passagiers actiever meedachten over microplastics.",[1097,1099],{"start":147,"end":1098,"type":239},36,{"start":1100,"end":1101,"type":239},49,61,{"type":188,"text":1034,"spans":1103,"direction":175},[],{"type":1029,"text":1105,"spans":1106,"direction":175},"Verdubbeling van het doelgedrag: de metingen via de afvalbaksensoren toonden aan dat het percentage correct weggegooid vochtig toiletpapier in de openbare toiletten meer dan verdubbelde: van 14,1 procent van alle gebruikte doekjes tijdens de voormeting naar 29,6 procent tijdens de nameting. Er was wel wat ruis op de lijn; het is de bemanning namelijk niet gelukt om het gebruik van de pakketjes vochtig toiletpapier zorgvuldig bij te houden. Ook was er een probleem met de sensoraccu in de afvalbakken, waardoor er maar twee weken aan data beschikbaar waren, in plaats van de verwachte zes weken. Maar het feit dat we een effect zien ondanks deze korte meting, onderstreept wel de potentie van de interventie.",[1107,1109],{"start":147,"end":1108,"type":239},32,{"start":1110,"end":1111,"type":239},191,290,{"type":188,"text":1034,"spans":1113,"direction":175},[],{"type":1029,"text":1115,"spans":1116,"direction":175},"Psychologische verschuiving: we vonden tijdens het vooronderzoek een aantal weerstanden en motieven die zich voordoen bij het weggooien van vochtig toiletpapier. Op basis van het vooronderzoek zouden we bijvoorbeeld verwachten dat mensen sceptisch zijn en geloven dat ze het vochtig toiletpapier kunnen doorspoelen. In de nameting vinden we echter dat het merendeel van de mensen daar niet sceptisch over is. Dit kan een aanwijzing zijn dat de interventie het scepticisme heeft verminderd. Daarnaast is de pledge veel ingevuld en heerst er volgens de hotelmanager een positieve sociale norm. De passagiers hadden na het plaatsen van de interventie ook de juiste mindset: ze willen de rivier graag schoonhouden. We kunnen niet met zekerheid zeggen of dit een interventie-effect is, doordat we weinig respons op de vragenlijst hadden tijdens de voormeting. Wel is dit precies de houding die we wilden en verwachtten te bereiken met de interventie.",[1117],{"start":147,"end":1118,"type":239},28,"text_content$5e1f0a01-0000-4000-8000-000000000005",{"variation":1121,"version":322,"items":1122,"primary":1123,"id":1125,"slice_type":1126,"slice_label":5},"aboutAuthor",[],{"title":1124},"Over de auteur","about_team_members$5e1f0a01-0000-4000-8000-000000000006","about_team_members",{"variation":321,"version":322,"items":1128,"primary":1129,"id":1131,"slice_type":1132,"slice_label":5},[],{"label":1130,"has_margin_bottom":330},"Delen","delen$5e1f0a01-0000-4000-8000-000000000007","delen",{"variation":321,"version":322,"items":1134,"primary":1135,"id":1149,"slice_type":1150,"slice_label":5},[],{"image":1136,"title":1144,"text":1145,"button":1146,"has_margin_bottom":32},{"dimensions":1137,"alt":5,"copyright":5,"url":1140,"id":1141,"edit":1142},{"width":1138,"height":1139},500,380,"https://images.prismic.io/behavior-change-group/Z9wG1TiBA97GitTo_menu-illustration-consultancy.png?auto=format,compress&rect=10,0,608,462&w=500&h=380","Z9wG1TiBA97GitTo",{"x":1143,"y":147,"zoom":148,"background":149},10,"Meer weten over deze casus?","Onze gedragsspecialisten gaan hier graag over met je in gesprek. Deel je vragen en opmerkingen hierover en we nemen zo snel mogelijk contact met je op.",{"id":422,"type":391,"tags":1147,"lang":13,"slug":424,"first_publication_date":425,"last_publication_date":426,"uid":102,"url":427,"link_type":30,"key":1148,"isBroken":32,"text":243},[],"5e1f0a01-0000-4000-8000-0000000000b1","help$5e1f0a01-0000-4000-8000-000000000008","help",{"variation":1152,"version":322,"items":1153,"primary":1154,"id":1168,"slice_type":603,"slice_label":5},"withLatestInsights",[],{"title":1155,"button":1161,"button_position":1165,"has_margin_bottom":32,"top_space":321,"background_color":1166,"columns":1167,"type":649},[1156],{"type":168,"text":1157,"spans":1158,"direction":175},"Andere casussen",[1159],{"start":1160,"end":988,"type":174},7,{"id":644,"type":633,"tags":1162,"lang":13,"slug":646,"first_publication_date":647,"last_publication_date":648,"uid":649,"url":650,"link_type":30,"key":1163,"isBroken":32,"text":1164},[],"5e1f0a01-0000-4000-8000-0000000000b2","Bekijk alle casussen","below","dark-blue","4","insights$5e1f0a01-0000-4000-8000-000000000009",{"variation":1170,"version":322,"items":1171,"primary":1172,"id":1178,"slice_type":360,"slice_label":5},"withBlueBackground",[],{"scroll_id":5,"reusable_content":1173,"section_title":1176,"items":1177,"has_margin_bottom":330},{"id":349,"type":350,"tags":1174,"lang":13,"slug":352,"first_publication_date":353,"last_publication_date":354,"uid":355,"link_type":30,"key":1175,"isBroken":32},[],"5e1f0a01-0000-4000-8000-0000000000b3",[],[],"three_columns_v1$5e1f0a01-0000-4000-8000-00000000000a","Casus: Vochtig toiletpapier op cruiseschepen | Behavior Change Group","Hoe zorg je dat cruisepassagiers vochtig toiletpapier in de afvalbak gooien? Lees hoe onze gedragscampagne het doelgedrag meer dan verdubbelde.",{"dimensions":1182,"alt":5,"copyright":5,"url":1185,"id":841,"edit":1186},{"width":1183,"height":1184},2400,1260,"https://images.prismic.io/behavior-change-group/_ToMOas4Ot7MhUMj_Gemini_Generated_Image_5bigyd5bigyd5big.jpeg?auto=format,compress&rect=0,46,2752,1445&w=2400&h=1260",{"x":147,"y":205,"zoom":148,"background":149},[1188,1190],{"tag":1189},"index",{"tag":1191},"follow","2026-10-07","Casus",{"id":644,"type":633,"tags":1195,"lang":13,"slug":646,"first_publication_date":647,"last_publication_date":648,"uid":649,"url":650,"link_type":30,"key":1196,"isBroken":32},[],"a0b0c0d0-0000-4000-8000-000000000003",5,{"id":1199,"type":1200,"tags":1201,"lang":13,"slug":1202,"first_publication_date":1203,"last_publication_date":1203,"uid":1202,"data":1204,"link_type":30,"key":1213,"isBroken":32},"asYRnhIAADIArXJ6","author",[],"lineke-hiemstra","2026-10-07T09:33:22+0000",{"description_text":1205,"full_name":1206,"image":1207},"Lineke maakt gedragsonderzoek toegankelijk. Als gedragsonderzoeker bij Behavior Change Group heeft ze ruime ervaring met praktische vraagstukken met name binnen de thema’s duurzaamheid en mobiliteit. Lineke houdt van de creativiteit die komt kijken bij het meten van gedrag, waarbij ze focust op mogelijkheden. Ze helpt je op rustige wijze om diezelfde mogelijkheden te gaan zien en de uitkomsten op gepaste manier te interpreteren.","Lineke Hiemstra",{"dimensions":1208,"alt":5,"copyright":5,"url":1210,"id":1211,"edit":1212},{"width":1209,"height":1209},600,"https://images.prismic.io/behavior-change-group/_VMqqNt-Zsv18ZyQ_BCGportretshoot-3621-Edit-Edit_websize.jpg?auto=format,compress&rect=0,14,1572,1572&w=600&h=600","_VMqqNt-Zsv18ZyQ",{"x":147,"y":237,"zoom":148,"background":149},"ecb061b5-7e77-449d-a513-571c7d3fca98",{"link_type":30},{"id":349,"uid":355,"url":5,"type":350,"href":1216,"tags":1217,"first_publication_date":353,"last_publication_date":354,"slugs":1218,"linked_documents":1219,"lang":13,"alternate_languages":1220,"data":1221},"https://behavior-change-group.cdn.prismic.io/api/v2/documents/search?ref=asYcHhIAADMArYfn&integrationFieldsRef=behavior-change-group%7Ea6fe6462-409c-4cf3-9c0c-3c191ffed303&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aj04bREAACkAVqg-%22%29+%5D%5D",[],[352],[],[],{"section_title":1222,"section_text":1229,"items":1230},[1223],{"type":168,"text":1224,"spans":1225,"direction":175},"Drie pijlers, één missie: zo helpen we je",[1226,1228],{"start":1227,"end":173,"type":174},29,{"start":1227,"end":173,"type":239},[],[1231,1244,1256],{"image":1232,"title":1238,"text":1239,"link":1240},{"dimensions":1233,"alt":5,"copyright":5,"url":1235,"id":1236,"edit":1237},{"width":1234,"height":1234},1001,"https://images.prismic.io/behavior-change-group/aj0NCVbRV8_Qf3q0_Incompany-opleidingen.png?auto=format,compress","aj0NCVbRV8_Qf3q0",{"x":147,"y":147,"zoom":148,"background":149},"We leiden op","In onze Academy maak je gedragsverandering eigen. We leiden professionals op tot scherpe denkers en vaardige doeners. Met opleidingen vol wetenschap en praktijk maak je meteen het verschil.",{"id":458,"type":197,"tags":1241,"lang":13,"slug":460,"first_publication_date":461,"last_publication_date":462,"uid":39,"url":463,"link_type":30,"key":1242,"isBroken":32,"text":1243},[],"c90b15ab-ed99-416f-b9b3-7166d3832a39","Bekijk opleidingen",{"image":1245,"title":1250,"text":1251,"link":1252},{"dimensions":1246,"alt":5,"copyright":5,"url":1247,"id":1248,"edit":1249},{"width":1234,"height":1234},"https://images.prismic.io/behavior-change-group/aj0ND1bRV8_Qf3rA_Observaties.png?auto=format,compress","aj0ND1bRV8_Qf3rA",{"x":147,"y":147,"zoom":148,"background":149},"We adviseren","Wij helpen organisaties bij complexe gedragsvraagstukken met scherpe analyses en strategisch advies. Vanuit de wetenschap, met oog voor jouw praktijk. Zodat verandering ook echt gebeurt.",{"id":577,"type":578,"tags":1253,"lang":13,"slug":580,"first_publication_date":581,"last_publication_date":582,"uid":583,"url":584,"link_type":30,"key":1254,"isBroken":32,"text":1255},[],"61494277-0b29-48da-a884-11301621b5f8","Bekijk diensten",{"image":1257,"title":1262,"text":1263,"link":1264},{"dimensions":1258,"alt":5,"copyright":5,"url":1259,"id":1260,"edit":1261},{"width":249,"height":249},"https://images.prismic.io/behavior-change-group/aEsSYLNJEFaPX6wX_2025BCGIllustraties-nieuwestijl-_ICOON-Consultancy-diensten-gedragsexpertise-eigengedragsteamkopie.png?auto=format,compress","aEsSYLNJEFaPX6wX",{"x":147,"y":147,"zoom":148,"background":149},"We delen","Met onze blogs, podcasts, webinars, casussen en praktische tools maken we gedragsverandering toegankelijk. We delen inzichten en geven je de handvatten om zelf direct aan de slag te gaan.",{"id":601,"type":197,"tags":1265,"lang":13,"slug":603,"first_publication_date":604,"last_publication_date":605,"uid":603,"url":606,"link_type":30,"key":1266,"isBroken":32,"text":1267},[],"1e7e7835-4551-4ddd-9575-c68f36c10b72","Bekijk insights",1791375539158]