Friday, July 12th, 2013

New TV Ad Campaign Motivates Americans to Recycle More

Teaming up again for the first time in decades to produce a national recycling awareness campaign, the Keep America Beautiful (KAB) group and the Ad Council have released the first two ad spots aimed at turning more Americans into “avid recyclers.” Plastic material, in the form of an HDPE milk  bottle, has the starring role in the first 60-second spot.

AC_hpslider_1The jumping-off point for the producers is recent U.S. Environmental Protection Agency (EPA) data indicating that only 38 percent of Americans call themselves “avid recyclers”, meaning they recycle as much as possible, and only 52 percent say they are “very or extremely knowledgeable” about how to properly recycle.

The Ad Council and KAB say that other EPA data indicate only about 35 percent of the 250 million tons of trash Americans generate annually is recycled. Among the most common reasons given for not recycling are not having enough information about where to recycle and what types of material can be recycled. The connection between not knowing how, where and what to recycle, and how little waste, relatively speaking, is recycled is obvious.

The just-launched public service advertising (PSA) campaign — “I Want to Be Recycled” — is targeted to motivate Americans to recycle every day. The TV ad spots will be augmented by radio spots, out-of-home ads, and an extensive digital campaign. All the ads direct audiences to the new website, which includes a localized search tool to help a user find where to recycle either at curbside or a nearby recycling center. An interactive infographic explains how recycling works, and gives detailed information on what materials can be recycled, how they should be recycled, and what new products the materials can become after recycling.

The “I Want To Be Recycled” campaign is funded through Keep America Beautiful by Alcoa Foundation, American Chemistry Council, Anheuser-Busch Foundation, Nestlé Waters North America, Niagara Bottling, Unilever and Waste Management.

The campaign has been created pro bono by the San Francisco-based, international ad agency Pereira & O’Dell. The Ad Council is distributing the new PSAs for TV, ratio, outdoor, and digital media to more than 33,000 media outlets nationwide. Following the Ad Council’s established model, the ads will appear in space and time donated by the media. A PR campaign and a social media program on Facebook, Twitter, and YouTube will support the TV spots.

Regarding the star performance by the HDPE bottle in the first 60-second spot, PJ Pereira, chief creative officer at Pereira & O’Dell, said, “The core idea is to tell people to recycle and give their garbage another life. Showing that a bottle has dreams seems like a very powerful yet delicate way of doing it.” In the new 60-second spot called “Journey,” we learn that an HDPE bottle has dreams and emotions, or at least one does, and it’s great to see her — the voice is female — achieve her dream. Click the YouTube panel below and see for yourself.


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