SampAssador - Analogue Behaviour Change Campaign

VEL's offline education and community activation program designed to empower youth and communities to adopt responsible waste habits and spread environmental awareness in their surroundings.

SampAssador problem

Indonesia faces a serious challenge in managing its waste. Large amounts of plastic are produced and consumed every day, yet much of it remains unmanaged, leading to pollution on land and leakage into the ocean.

Beyond infrastructure gaps, the issue is driven by mindset, knowledge and behaviours. Waste management is often seen as the responsibility of the government or other stakeholders, rather than a shared responsibility. This reflects a lack of awareness and individual ownership, where everyday habits and consumption patterns contribute significantly to the growing waste crisis.

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL's Solution

VEL Solution

Through the SampAssador program, we enable a more environmentally responsible ecosystem for Indonesian citizen. SampAssador is implemented in collaboration with private sector partners as part of their CSR initiatives, helping extend environmental education to more communities.

SampAssador solution
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The program engages youth and communities through offline education sessions that introduce practical steps such as reducing waste, sorting materials properly, and understanding responsible waste management.

Every participant who joins a VEL session becomes a SampAssador, a waste ambassador, who is encouraged to share knowledge and spread awareness within their families, schools, and communities.

SampAssador activities
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VEL designed a SampAssador curriculum and guidebooks for facilitators and trainers, designed specifically for different target groups including schools, universities and community representatives.

Beyond participation numbers, VEL also tracks behavioral shifts among participants, including reduced littering and burning, reduced single-use plastic consumption, increased sorting and usage of nearby waste collection facilities, and informal sector integration.

SampAssador
Milestones

SampAssador milestone
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VEL has educated more than 20,000 individuals through +60 SampAssador on-site activities in collaboration with government institutions, private sector partners, educational institutions, and community groups.

SampAssador school challenge
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In 2025, VEL organized a School Challenge involving 25 schools, expanding the movement and encouraging students to adopt more responsible environmental behaviors.

Our Partners

DSJ (German School Jakarta)

Educational Partner

Sahabat Multi Bintang Foundation

CSR Partner

Alam Sutera

CSR Partner

Jawa Power

CSR Partner

Women's International Club

Strategic Partner

Happy Green Indonesia

Strategic Partner

IGUS

CSR Partner

We are scaling the SampAssador program to reach more communities and inspire responsible waste habits across Indonesia. Through CSR partnerships, we invite organizations to collaborate with us in delivering environmental education and driving lasting behavior change.

For collaborations, please reach out to:
Sherina Artamevia, Program Manager

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