Zero waste challenge | Erik van Cuyk | TEDxArnhem

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Erik van Cuyk talks about his challenge for municipalities with onehundred households, onehundred days, living a 100% with zero waste: "Don’t tell people what to do, what to think and how to behave, but we launch it as a game, and give everyone responsibility. Make it a challenge."

In the past years Erik did many different things. He has a degree in international law; owned an advertising agency; played in a rock band and traveled through Europe and Asia.

Nowadays he combines these experiences in his work as a photographer and as a communication expert. Last year Erik and his team won an international communication Award with project 100-100-100, a new effective method to change behavior of the public in an honest way.

"I think there is too much manipulation in the way governments and companies communicate. In the end it leads to a big gap instead of commitment and trust. If you treat one like a fool you will get a fool. Thats why I always try to show the real things and reveal manipulation."