In 2009, Western Michigan University created a novel, and as far as we know unprecedented, waste reduction initiative. During the first few weeks of school, each incoming student is given a free, high-quality, ISO-certified, 15 oz. stainless steel mug, called the EcoMug. The EcoMug—which has a variety of incentives associated with it—is designed to do much more than counteract disposable cup use on campus. It’s an innovative model for introducing students to our campus’ sustainability commitments and for stimulating long-term, meaningful behavior change.