cbcra - recycle everywhere: cool/never cool

Recycle Everywhere wanted to present a two-part message – A) stop littering and B) Don’t place the wrong thing in their blue bins and contaminate the true recyclables.

We softened the directive approach by using a 100 per cent fluid approach to the messaging. Being abducted by aliens? Living in a fairy tale? Getting a macchiato at Starbucks? Doesn’t matter – never litter and never put the wrong thing in a blue bin.

The campaign helped bring CBCRA’s recycling recovery rate from 68% to 70% by the end of its year-long run, a significant jump. I helped to develop the concept and was the primary copywriter throughout its duration.

The medium should always be used to your advantage. We interacted with our audiences with fun social media polls and brought real-life, real-time messaging into play with our transit shelter takeovers and bus ads. Disclaimer: no distracted drivers were harmed in the making of this campaign.