Awareness raising and behaviour change program to empower consumer-citizens to live toxic-free lives, reduce chemical risks on their health and the environment, and to upscale their positive impact

Introduction

Chemicals of concern are among the priority topics of the ‘Circular Economy and Quality of Life’ sub-programme of the LIFE. The topic explicitly highlights that the prevention and reduction of harmful chemical impacts shall be reached through promoting the phasing out of substances of concern. Our project will contribute to this by product and substance focused awareness raising, mobilization and behaviour change programs as well as advocacy on the local and European level.

Objectives

We aim to raise awareness in the CEE region about the environmental and health impacts of the chemicals of concern in consumer goods and alternatives by reaching at least 11,950,000 individuals. Our goal is to increase awareness in at least 5-10% of the directly reached consumers.

Consumer Behaviour Change

We will work for consumer behaviour change:

1. 103,100 consumers will more actively seek pre-purchasing information.
2. Consumers will avoid products with harmful substances.
3. Consumers will choose alternatives or otherwise change their behaviour to reduce chemical exposure.

Systemic Changes

In order to contribute to systemic changes, we will mobilize 20,600 citizens to support policies to phase out or eliminate substances of concern. The ToxFree LIFE for All will raise awareness among local and EU decision makers and provide insights to policy based on its test research findings.

Partnerships

We will build partnerships with 100 civil society organisations and projects across Europe for the mutual support of reducing human and environmental exposure to the chemicals of concern and for the wider adaptation of the project results.

Key Activities

Key activities include:

• Coordinated product tests by established consumer organisations.
• Information and mobilization campaigns involving consumer citizens.
• Local engagement and behaviour change programs.
• Advocacy and network building.

Geographic Focus

The action will take place in Austria, Czechia, Hungary, Slovenia, and Slovakia. Our ambition is to activate consumers, decision makers, and relevant stakeholders from the CEE region that has been less active in the field of our key activities.