Cambodia’s vivid economic development of recent years has led to increasing incomes of its urban population which shows in highly dynamic construction activities, e.g. among manifold borey-developments, rising traffic volumes by individually possessed cars, and the surge of new shopping malls, just to name a few. However, the backside of welfare is an expanding ecological footprint, increasing environmental degradation, e.g. showing in a continuous loss of green spaces and water bodies, rising air pollution, abundant traffic jams, tremendous waste issues, growing social stratification, as well as in excessive consumerism of parts of the urban population. 

Against this backdrop, it is of special interest to heighten the awareness for these problems among the people. This way, Cambodians can be sensitized towards acting in a more sustainable way. In addition, there are some pioneers of pro-environmental behaviour in Cambodia, already, today. By providing visibility and public acknowledgement to these pioneers, they can function as role models, inspiring the urban population to act in a more environmentally friendly way.

In this context, the B4P project has planned two interconnected milestones, the “Build4People Awareness Campaign” and the “Build4People Exhibition” with the title “Cambodia’s Green Pioneers”. Both envisaged activities are considered as important participatory interventions to contribute to a change of mindset of Cambodia’s urban population, to enhance their self-efficacy, and to lead to more urban sustainability based on more environmentally friendly behaviour. The Build4People exhibition (due to publication end of September 2024), for example, intends to increase the public visibility of a diverse set of sustainability pioneers (24-30 people) aiming to inspire the urban population to replicate their sustainable lifestyles. As a basis for both interventions serves the process of community based social marketing, a sound scientific approach when it comes to foster sustainable behavior.


The key objective of the WP1-WP6 Science Workshop is to introduce and to discuss with local stakeholders the implementation plan of the two above interconnected milestones. 

The WP1-WP6 Science Workshop is expected to gather a broad public of multi-stakeholders from academia, civil society, public administration, and the corporate sector, within and beyond the scope of the German government funded Build4People Project. 

At the beginning of the WP1-WP6 Science Workshop, there will be a concise theoretical introduction to community based social marketing, providing insights into awareness campaigning and the significance of role models in the field of sustainable urban transformation. This will be followed by two parallel sessions to generally collect basic ideas how to implement such a campaign in urban Cambodia and to discuss how to identify adequate role models in Cambodia and how to define specific selection criteria. A second round of discussion will focus on more practical questions of implementation, e.g. in regard of the content of the posters in terms of interview information on the role model, graphic design, or concrete dissemination of the campaign. A last session of the workshop will focus on the joint preparation of a PR video clip to kick-off the Build4People Awareness Campaign and the call for Green Pioneers. This video clip will be pre-scripted by the team of Build4People and of Impact Hub Phnom Penh and is intended to involve all participants of the workshop. Finally, the organising team is particularly interested in gaining dedicated supporters of the Build4People Awareness Campaign and Build4People Exhibition “Cambodia’s Green Pioneers” to empower the Royal Kingdom of Cambodia on its meaningful pathway towards more sustainability.