Plastic pollution remains a critical threat to the environment, public health, and economies across Southeast Asia, driven by persistent everyday behaviors like littering and a heavy reliance on single-use plastics. While awareness is growing, the transition to sustainable habits requires a deep understanding of the specific “enablers” and “barriers” that influence daily choices. This newly developed Playbook serves as a strategic roadmap for the ASEAN region, moving beyond simple awareness-raising to implement high-impact behavioral interventions that foster long-term change.
Developed to support Action 11 of the ASEAN Regional Action Plan (2021–2025), this Playbook provides a practical guide for designing effective BCC campaigns tailored to the diverse cultural and consumption behaviors of the ten ASEAN Member States. The strategy is built on comprehensive research, including technical consultations and stocktaking exercises conducted throughout 2025. It specifically focuses on three key behavioral shifts: reducing litter, decreasing single-use plastic consumption, and improving waste sorting and recycling practices across the region.
