Background The Waste Framework Directive 2008/98/EC clearly emphasises waste prevention through reuse and recycling as a top priority. An overall review of existing European awareness campaigns shows that, whilst the European Week for Waste Reduction (EWWR) is currently the only pan-European initiative focusing on waste prevention, there is no such initiative at the European level to raise awareness on the three highest levels of the waste hierarchy (prevention, preparing for reuse and recycling). Moreover, there are not enough of tailor-made awareness-raising initiatives that target specific audiences. Objectives Building on the previous EWWR (2009-2011), the project will address the gaps identified by focusing on expanding awareness, reinforcing and deepening understanding of waste prevention, preparing for reuse and recycling, and broadening the outreach of waste prevention. Annual EWWR+ events will be organised (2013-2016) to improve awareness of these topics. Best practices and other communication tools will be developed for the targeted audiences: public authorities and NGOs; businesses; schools and citizens. To mobilise people and reinforce awareness and actions on key waste issues, specific annual prevention thematic days will be organised ( such as ‘no food waste’.) and an official annual European ‘Clean-Up Day’ will be tested. Expected results: The project expects to achieve the following results: Development of best practice guidelines and toolkits addressing the key target audiences in seven languages; Implementation of the project’s EWWR+ best practice guidelines in 400 pilot locations in at least four countries; Four expanded EWWR+ events involving an estimated 500 000 participants and reaching 4 million people with the key messages; Four thematic days on the following topics - ‘reuse’ (2013), ‘no food waste’ (2014), ‘dematerialisation’ (2015) and ‘hazardous waste prevention’ (2016) to be held during the four EWWR+ events; Three annual ‘Clean-up Days’ to increase awareness amongst a critical mass of citizens (around 40 000 participants) and to collect an estimated amount of 3 000 tonnes of rubbish; and A 10% increase in reuse and recycling and a 5% decrease in waste in specific pilot areas over three years through the implementation of the targeted EWWR+ best practice guidelines and other specific tools.