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Highly-Segmented Campaign Takes Recycling to New Heights

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The Canadian Beverage Container Recycling Association (CBCRA) and its agency partner McKim Communications Group (McKim) are launching a series of sharply-targeted communications initiatives to specifically reach three separate audiences with differing approaches — for CBCRA’s Recycle Everywhere program.

“In our previous campaigns for Recycle Everywhere, we sought to reach a broad audience with one core message — and our media deployment made sure pretty much everyone saw it,” says McKim president and CEO Peter George. “Those campaigns were very successful, but as we move to persuading the most resistant parts of our audience, a more segmented approach is required.”

In fact, the campaign is so tightly segmented that each audience will have a different campaign experience. And because much of the campaign will be digitally deployed it’s very likely that some creative will only be seen by the specific demographic for whom it’s intended.

“Since we began working with McKim in 2013, we’ve evolved campaign messaging to tackle new barriers as we make progress against the previous ones,” says Ken Friesen, CBCRA Executive Director. “The new approach speaks to each audience with messages specifically tailored to them.”

McKim has been creating campaigns for Recycle Everywhere since 2013. The first campaign inspired audiences to recycle by demonstrating that empty beverage containers could have a second life in a variety of useful forms. The second campaign conveyed that all beverage containers are recyclable by spoofing cola, energy drink and bottled water advertising genres. The third campaign light-heartedly challenged people to take personal responsibility for recycling. All campaigns have generated high awareness of the Recycle Everywhere program itself, and helped to increase compliance; in just 5 years, Manitobans recycled 55 per cent more beverage containers than previously.

The first phase of this latest campaign is currently rolling out with a challenge for a broad audience to do whatever it takes to get empty beverage containers into recycling bins. Traditional print and online media are further supported online by a quick hit pre-roll micro campaign that humorously demonstrates to younger audiences what is lost when they don’t recycle. The spots will also be broadcast on live broader media such as the 2017 NHL Playoffs. Further phases of the campaign will entail engagement and content strategies designed to change the way resistant audiences think and feel about recycling.

“As an organization, we are doing whatever it takes to increase beverage container recycling — including reaching out to more partners, and rolling out more infrastructure,” says Friesen. “So in that way, this campaign truly reflects who we are.”

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