Purpose – This paper demonstrates how decision-makers can enhance citizens' sustainable disposal of e-waste through bin proximity and ad hoc communication. Specifically, we discuss a 2-year research project that took place in Northern Italy where we documented the number of products disposed sustainably in four towns. Design/methodology/approach – The project involved 5 main groups of stakeholders: i) four municipalities, ii) one social purpose organisation employing people with disabilities, (i.e. Andromeda), iii) one provider of bins (i.e. PubliCittà), iv) another social purpose organisation entity (i.e. Fondazione CRT) and v) the University of Portsmouth. After conducting three online pilot tests to confirm our expectations regarding how to enhance citizens’ sustainable disposal of e-waste, we have implemented the field pilot programme in a small municipality and successively in other three towns. Finally, we measured the impact of our programme on the actual recycling rate of citizens for the three target municipalities. Findings – We found that the positioning of drop-off bins in such a way as to reduce their distance from as many households as possible along with the use of communication that facilitates the understanding of information related to sustainable disposal schemes can improve the sustainable behaviour of citizens. The sustainable disposal of exhausted batteries after the intervention improved by 135% on average in the 3 municipalities that adopted the disposal scheme (Saluggia, San Benigno Canavese, and Santhiá). The disposal rate of toners and electronics increased by 204.0% and 318.75% (San Benigno Canavese) and 138.7% and 85.4% (Santhiá) respectively. Research limitation – We believe it would be cautious to consider potential differences in terms of recycling cultures and facilities before implementing the programme in other countries. Practical implications – Our contribution shows decision-makers how to effectively design disposal schemes to enhance citizens' sustainable behaviour. We demonstrate how the thoughtful and responsible use of marketing levers can affect environmental sustainability and impact social development. Social implications - This paper brings actual impact to society by changing citizens’ behaviour, reducing harm to the environment and human wellbeing, and supporting the inclusion of disadvantaged people in sustainability-oriented programmes.