I Want To Be Recycled Campaign Inspires Us to Recycle

by deborah on November 15, 2013 · 9 comments

in Living Green, Recycling

Did you know:

The average American produces 4.4 pounds of trash a day, and on

the whole the United States produces over 250 million tons of trash a year.

However, only about 35 percent is currently recycled, according to the Environmental Protection

Agency (EPA).

To address this national concern, the Ad Council and Keep America Beautiful (KAB)

launched a public service advertising campaign designed to raise awareness about the

benefits of recycling with the goal to make recycling a daily social norm.

According to research released today by the Ad Council,

“Only 52 percent of Americans say that they

are “very” or “extremely” knowledgeable

about how to properly recycle.”

I Want To Be Recycled Campaign Motivates Us to Recycle

Despite heightened visibility of public recycling receptacles and more curbside
programs, levels of recycling are low and could be increased greatly.

Additionally, only 38 percent say they are “avid recyclers,” recycling as much as possible and

willing to go out of their way to do so.

Many Americans recycle today and more say they are educated on environmental issues than ever before.

Still, despite heightened visibility of public recycling receptacles and more curbside  programs,

levels of recycling are low and could be increased greatly.

Some of the recycling challenges Americans face are:

*a lack of access or inconvenience

*a lack of awareness and understanding

*confusion around what, where, and how to recycle

*a lack of motivation

Plus, curbside programs are only offered to approximately 60% of communities.

In a world where marketing is used to sell everything from candy to cars, a compelling, new marketing campaign

was created to help overcome these obstacles to recycling.

I Want to Be Recycled Campaign

The “I Want To Be Recycled” campaign was designed to motivate Americans to recycle every day.

Developed pro bono by San Francisco-based ad agency Pereira & O’Dell, this campaign communicates

that recyclable materials can be given another life–and become something new–if someone

chooses to recycle.

Find Out Where to Recycle

One of the most important aspects of the campaign is that it directs audiences to IWantToBeRecycled.org,

a new website with a localized search tool allowing users to find where to recycle –whether at their

curbside or their nearest recycling center.

“This campaign is the emotional push needed to

raise awareness and positively change people’s

behavior to recycle more.

Our intent is to increase recycling rates,

which translates into measurable benefits

including waste reduction, energy savings,

natural resource conservation and job creation.”

 Brenda Pulley, Keep America Beautiful,

Senior Vice President, Recycling

The campaign is designed to tap into that desire, as well as provide helpful tools to make recycling easier.

“The core idea is to tell people to recycle

and give their garbage another life.

Showing that a bottle has dreams seems

like a very powerful yet delicate way of doing it.”

PJ Pereira, chief creative officer, Pereira & O’Dell

View the Campaign Video

The Ad Council is distributing the new PSAs for television, radio, outdoor and digital media to

more than 33,000 media outlets nationwide.

Campaign Recycling Resources

*The Recycling Journey Illustrated

The website illustrates the recycling process through an interactive infographic and offers

detailed information on:

*what materials can be recycled

*how they should be recycled

*what products they can become in the future

*Recycling Mythbusters

 I Want To Be Recycled Campaign Inspires Us to Recycle

There are lots of recycling myths out there  that impede effective recycling.

Here are a couple of common ones:

Myth: The tab is the only part of the can that is recycled.

Fact: The entire can is recyclable. In fact, it is better to keep the tabs on the can to ensure it

makes it through the recycling process.

Myth:You need to remove all labels before recycling glass containers.

Fact: You do not need to remove all labels before recycling glass containers.

The heat generated in the manufacturing process removes the label.

Discover more recycling mythbusters in this handy campaign fact sheet.

I Want To Be Recycled Campaign Inspires Us to Recycle

This Facebook cover image is one of the social media tools provided by the “I Want To Be Recycled” Campaign

*Social Media Messages to Share

The campaign tool kit also includes examples of recycling social media messages for you to share

on Facebook and Twitter.

Here are sample Facebook posts:

“How does a steel can become a bike? This infographic

gives an inside look at a process that helps

#keepamericabeautiful  http://bit.ly/1defcx7″

“To be or not to be…recycled. That is the question. Here

are your answers: http://bit.ly/12oxGVO #berecycled”

And sample Tweets:

“Give your garbage a new life. Start

by searching for a recycling center

near you IWantToBeRecycled.org

#berecycled”

“2011 EPA data shows American recycling rates at 34.7%.

Are you recycling right? Find out now.

IWantToBeRecycled.org #berecycled”

About Keep America Beautiful

Keep America Beautiful is the nation’s leading nonprofit that brings people together to build

and sustain vibrant communities.

With a network of more than 1,200 affiliate and participating organizations including state recycling

organizations, they work with millions of volunteers to take action in their communities.

KAB offers solutions that create clean, beautiful public places, reduce waste and increase recycling,

generate positive impact on local economies and inspire generations of environmental stewards.

 Additional Recyling Resources

Walk the Talk!

Don’t just read this, do something!

Let’s do our best to improve our own recycling efforts and spread the word about this campaign!

*Share the video.

*Tweet the facts.

*Email a link to the website.

*Blog about it.

*Discuss ways to recycle effectively with your family and friends.

*Host a recycling awareness event in your neighborhood using the campaign materials.

Every litter bit helps! (Smile)

How well are you recycling in your home and community? Share your thoughts.

Urban Naturale.com: Living healthy, green and natural by design

 Sharing is caring. Feel free to share this post with friends, family, fans and followers.

 

“This post is shared on Small Footprint Friday”

 

{ 7 comments… read them below or add one }

Vidya Sury November 16, 2013 at 1:22 am

Love this. I was staggered to read about our depleting resources – and am so sad to think that awareness of this is so low. On one hand there’s a lot of work going on to maintain and conserve what the world has…on the other, there’s pure wastage.

Thanks for such a wonderful post, Deborah!

I am enjoying the Live it up at the Healthy Happy Green and Natural party blog hop!

Reply

deborah November 16, 2013 at 10:38 am

Hi Vidya,
I am so happy to hear that you too are concerned about our critical environmental issues. Unfortunately we overconsume and create enormous amounts of waste. But awareness is the first step toward change, so I am always happy to see campaigns like this. Thank you so much for hopping by my blog and partying with us at Live it up at the Healthy Happy Green and Natural party blog hop! I really appreciate it!

Reply

CelloMom November 16, 2013 at 9:01 am

Thank you for this: it’s great to see the power of advertising nudge us to do something _for_ the planet!
And thanks for all the tips and myth busters.

Reply

Marla November 16, 2013 at 9:01 am

So many people in our country are so unaware of the many environmental problems around us and it is so important to get the word out. We need to keep America beautiful. I pinned and twitted, Have a great day!

Reply

Jennifer November 19, 2013 at 10:36 am

I love this campaign and we DO air the PSAs from the Ad Council on our stations, too!

Reply

Nicole November 19, 2013 at 5:06 pm

Great post! That is why refurbishing furniture is so important to me. Thank you for sharing.

Reply

deborah November 20, 2013 at 3:10 pm

Hi Nicole,
I am so happy that you too enjoy recycled furniture. I agree. It is aesthetically beautiful, satsfying to live with and great for the environment. Thank you for sharing your thoughts. I appreciate it.

Reply

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