When the City of Boston came to us to help clean up the streets, we got right to the point. Thus, the “Recycle More, Trash Less” campaign was born.
It started with positioning recycling as the feel good thing to do—easy and accessible to everyone, every day. We segmented the messaging with lifestyle photographs featuring people and personalities unique to each neighborhood, styled with nothing but recyclables. The campaign rode through Boston neighborhoods on buses and underground on subway trains, stations, and waste receptacles throughout the city.
Supporting videos showed the “what, where and how” of recycling.
Results? Wicked good.
Over 50% increase in recycling after initial roll-out.
Hitting a remarkable 154% increase to date
We even make trash look good!