Raise awareness statewide that recyclables must be empty, clean and dry before they go in your bin.
Conduct quantitative survey to identify behaviors and attitudes driving recycling contamination. Use survey insights to launch statewide awareness campaign using digital video, TV, radio, outdoor and a partner toolkit of outreach materials.
More than 1.3 million digital video views, 32 million impressions and 9,000 social engagements over a three-week campaign. Survey informed development of a social marketing plan to drive better recycling behaviors over the next four years.