To help residents adapt to this change, which will take effect on November 2, 2026, the Borough of Pierrefonds-Roxboro has partnered with Montreal-based strategic creative agency Upperkut to launch a digital campaign designed to support residents as they adjust their habits.

Everyone adapts to change differently

The campaign features a variety of personalities that are easy to recognize in everyday life: a minimalist, a worrier, a coach who motivates others, a scientist who knows the facts, a creature of habit, an influencer who shares their best tips, an informed resident who understands the issues, and a laid-back individual who embraces change with calm and confidence. 

Chances are, one of these personalities will remind you of someone you know… or even yourself!

Informing while bringing a smile

The campaign aims to inform residents about the shift to biweekly garbage collection while offering practical solutions to help reduce waste through better sorting of recyclable, compostable and reusable materials, including donations and ecocentre services. 

Developed by Upperkut in collaboration with Pierrefonds-Roxboro, the campaign content strikes a balance between information and lightheartedness. The tone is transparent, accessible and approachable, with a touch of humour that helps address an issue that affects residents’ daily lives. 

After all, whether you’re the type to analyze every detail, reassure those around you or take change in stride, everyone adapts in their own way.

Why a creative campaign?

Beyond the information shared through the Borough’s communication channels, this campaign draws on well-established principles of behavioural communication. When people are asked to adopt new habits, such as sorting materials more effectively, reducing the amount of waste sent to landfill or changing daily routines, information alone is not always enough. Residents also need to understand the reasons behind the change and see that adapting their habits can be simple and manageable. 

In a world where people are constantly exposed to messages, a creative approach can help:

• De capter davantage l’attention; 

• De favoriser la compréhension et la mémorisation des informations; 

• De réduire certaines résistances face au changement; 

• De susciter l’identification et l’adhésion. 

By featuring personalities that residents can relate to, the Borough aims to make its messages more concrete and help support a positive transition. The goal is to turn guidelines into simple, lasting actions that contribute to better waste management practices.

Research in public communications shows that adopting new behaviours depends not only on understanding the instructions, but also on embracing the change itself. That is why the Borough chose to enhance its traditional communication tools with a creative campaign. This approach helps transform what may be perceived as an obligation into a positive collective effort. The goal is to help residents adopt better sorting habits over the long term, for the benefit of the entire community.

And how do you handle change?

Do you tend to reassure others, seek out information, or worry about what’s ahead?

Follow us on our channels to find out which personality you’re most like.

Read this article to learn all about this change. You’ll find the reasons behind and objectives of the new collection frequency, the collection calendar that will take effect on November 2, as well as a handy sorting guide to help you properly sort your materials.