Duurzaam Duwtje: every Tuesday, a small step towards sustainability

AS Watson is continuously making its assortment and processes more sustainable. That’s why the company wanted to go beyond inspiration and actively engage its 30,000 colleagues every week. At work and at home. Together with AS Watson, we developed Duurzaam Duwtje (in English, Sustainable Nudge): an internal content campaign that makes sustainable choices simple and achievable through small, everyday actions.

We translated the CSR vision into 12 monthly themes and 52 weekly tips, all within a recognizable format with its own tune Duurzaam Deuntje (in English, Sustainable Jingle). We created engaging videos featuring the CSR ambassadors and accessible tips that ran across internal channels.

On the first Tuesday of each month, the CSR ambassadors launched a new sustainability theme on WatsOnline with a video, in the format of a statement. Every following Tuesday at 9:00 a.m., colleagues received a practical tip, something easy to apply both at work and at home, shared via WatsOnline, WatsinOffice, and weekly newsletters.

The activation campaign was built on proven behavioral change techniques: small, achievable steps that require no extra time. Simple and positive.

We are seeing a visible attitude and behavioral shift toward “What can I do more sustainably?”, with engaged colleagues actively participating: store teams are posting their own tips on internal social channels.