Project Description

Recycle Right. It Matters.

The Task:
Raise awareness statewide that recyclables must be empty, clean and dry before they go in your bin.

The Idea:
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.

The Result:
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.