McKim has been creating campaigns for Recycle Everywhere since 2013. All campaigns have helped move the needle toward CBCRA’s ultimate goal, but persuading the most resistant audiences is now necessary. We turned to a segmented approach with specific tactics, mediums and messages to specifically target demographics to convince those who are resistant to recycling, to encourage audiences who are willing to recycle but can do more, and to continue to reinforce the recycling behaviours of the strongest advocates.
Below is the first phase of this overarching initiative, which sets out to convince. It launched in April 2017.
TV, DIGITAL and SOCIAL MEDIA
Targets a younger audience that is less likely to consistently recycle empty beverage containers.
OUT OF HOME, RADIO and ONLINE DISPLAY
A broad message that celebrates those who do whatever it takes to recycle.