Informational strategies may provide people information on reasons to minimize waste and information on how to minimize waste. However, a meta-analysis found that the effect of informational strategies on waste minimization is small to medium. While some studies find effects, others do not. We proposed and tested if an intervention, consisting of an innovative informational strategy, strengthens the variables from the norm activation model, i.e. increased awareness of consequences, outcome efficacy and personal norms. We conducted a field study in collaboration with a waste collection company. The current study not only tested if the intervention increased the separation of waste, but also whether households changed their purchase behaviour and if they reduced the volume of residual waste.