CBCRA - RECYCLE EVERYWHERE: The right stuff

Following the success of their what not to recycle campaign, Recycle Everywhere wanted to re-state what empty beverage containers are accepted in their blue bins, and on top of that – make people care about the impact their making when they recycle properly.

Enter The Right Stuff: Juice Box, Glass and Plastic Bottle, Carton and Aluminum Can. This team of super materials provided Recycle Everywhere the opportunity to tie the act of recycling in with heroic behaviour while focusing on the proper materials to place in their blue bins.

Inspired by the relevant and intensely-popular Super Hero genre, we brought the team’s story to life on a variety of mediums. With powerful story-telling and topical yet clear messaging, it wasn’t long before The Right Stuff became the team Manitobans turned to for all their recycling needs.

The campaign helped bring CBCRA’s recycling recovery rate from 68% to 70% by the end of its year-long run, a significant jump. I was the lead copywriter throughout its duration.

Credit: McKim Communications Group