Think About What Matters is a regional waste prevention campaign based on the Swedish Waste Management Association’s (Avfall Sverige) concept “The Revaluator” (Omvärderaren)

Think About What Matters is a regional waste prevention campaign developed jointly by municipalities and waste management organisations across southern Sweden. While many participating municipalities complement the campaign with local activities, all partners share a common core message and visual identity. This coordinated approach was chosen because many residents live, work, study and travel across municipal boundaries. By displaying the campaign films throughout the Skånetrafiken public transport network, we can reach citizens where they are in their daily lives and create a consistent waste prevention message across the region. The campaign encourages people to value experiences and memories over material possessions, promoting more conscious consumption and helping prevent waste before it is generated.