In fall 2017, Manitobans were first introduced to Bernie and Gracie, the newest brand ambassadors for the Canadian Beverage Container Recycling Association and its Recycle Everywhere program.
Featured in two TV spots and multiple online engagement pieces, these life-sized, talking raccoons are helping educate viewers on good beverage container recycling habits in a fun and humorous way. The campaign appeals to the broadest audience, ages 25-54, as part of this year’s multi-targeted approach.
A nuanced understanding of specific audience barriers and opportunities for recycling informed a multi-strategy campaign, which has been rolling out since early 2017. McKim developed specific audience takeaways for each distinct audience segment – convince those who are resistant to recycling, encourage the audience who are willing to recycle but can do more, and reinforce continued recycling behaviour among the strongest advocates. The giant, talking raccoons approach in digital and video set out to encourage recycling.