Time Travel Through Trash

This thesis explores the evolution of waste management visual communication in Rotterdam from 1876 to 2013, focusing on how municipal campaigns reflected and shaped public attitudes toward sustainability, civic engagement, and environmental responsibility. Through a qualitative analysis of visual materials, including posters, pamphlets, and public advertisements produced by Rotterdam's waste management services (notably Roteb), the study traces how messaging evolved from authoritative, regulation-based appeals to more inclusive, awareness-driven strategies that encouraged voluntary participation and civic pride. An applied component of this research is the design of an exhibition, Dirty Work, Clean City: A Visual History of Waste and Citizenship in Rotterdam, which translates the academic findings into an interactive public history format. The exhibition aims to engage a broad urban audience, fostering reflection on the historical relationship between waste, citizenship, and environmental ethics, while inspiring dialogue on contemporary urban sustainability.