What feels “dirty” to you?

Improving residents’ satisfaction with public space cleanliness

Bat Yam Municipality

The Challenge

In recent years, resident complaints about the public realm have increased: uncollected trash, abandoned items on the streets, broken playground equipment, and more.

Analysis of complaints received by the municipal call center showed that most were related to cleanliness issues. The leadership’s initial instinct was to allocate more resources—additional street cleaning staff working longer shifts, more contractor trucks, more trash bins, and so on.

But once you understand the root of the problem, different solutions are required.

Process & Insights

Together with the municipal innovation team, we set out to understand what truly bothers residents.

Through site visits, interviews with dozens of residents, municipal employees, and experts, a satisfaction survey, and data analysis, we learned that “dirt” is not only objective—it is often subjective.

Key Insights on Resident Perceptions and Behavior Around Cleanliness

1

Cleanliness is not purely objective
Elements such as overgrown weeds, faded benches, or a broken trash bin can create a strong sense of neglect—sometimes more than actual litter. Green and colorful spaces are perceived as cleaner than gray, concrete-heavy areas.

2

Neighborhood disparities shape trust
Areas perceived as neglected compared to well-maintained spaces deepen feelings of inequality and erode trust in the municipality.

3

“Use and discard” behavior
Residents tend to leave small, single-use waste items (cigarette butts, wrappers, disposable cups), especially when accessible waste infrastructure is lacking.

4

“Dirt attracts dirt”
When cleaning is incomplete—particularly in peripheral areas such as alleys and open lots—accumulated waste encourages further neglect.

5

Lack of information hinders cooperation
Unclear guidance regarding yard waste pickup, permitted waste types, and disposal procedures leads to improper dumping. Teenagers are more likely to contribute to littering when they feel disconnected from the space—but when involved in clean-up efforts, their sense of responsibility increases significantly.

The research created a foundation for informed decision-making and a municipal work plan that places the resident experience at its center.

Impact

The research evolved into a comprehensive municipal plan to improve the experience of cleanliness in the city, grounded in the key insights.

  • “Bat Yam is clean—it’s in our hands” — a city-wide campaign to strengthen residents’ sense of responsibility. The campaign included branded garbage trucks, billboards, and a secondary campaign focused on dog waste collection.
  • Additional trash receptacles and personal waste bins were introduced for residents.
  • Information stickers were placed on dumpsters detailing pickup schedules for yard waste and bulky items.
  • Youth were engaged in neighborhood clean-up initiatives.
  • Public art and the rehabilitation of shared courtyards were implemented as part of strengthening the sense of care, maintenance, and overall cleanliness.

This project demonstrated how a shift in mindset—from “cleaning the city” to “strengthening belonging and shared responsibility”—can generate meaningful change on the ground. The cleanliness improvement process became a tool for building trust, partnership, and mutual care between the municipality and residents.

When people feel the city is theirs, they are more motivated to keep it clean.

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