ABSTRACT
This chapter presents a plan for a community-based initiative designed using social marketing principles to address the solid waste management situation in Bourj Hammoud by focusing on reduce and reuse as strategies to decrease the generation of waste by its residents. A major contributor to the inadequate management of waste in Lebanon is the absence of legislation and policies that tackle the issue of solid waste management; there are only fragmented legal guidelines, unclear responsibilities and minor duties for authorities’ management. The national crisis led to the evolution of competing priorities within the waste management scheme. The main focus of the campaign is to enhance knowledge and to engage citizens in Bourj Hammoud in waste reduction and reuse through sending messages tailored to each target audience. The campaign educates the target population to integrate 'reducing' in their daily practices, aiming to indirectly protect participants' health and the environment.
