Campaign started to target the 62 percent of Americans that do not currently recycle
The average American produces 4.4 lbs. of trash per day, and on the whole the U.S. produces over 250 million tons of trash per 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) have launched a public service advertising (PSA) campaign designed to raise awareness about the benefits of recycling with the goal to make recycling a daily social norm.
According to research released by the Ad Council, only 52 percent of Americans say that they are “very” or “extremely” knowledgeable about how to properly recycle. 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. While there are several barriers to recycling, among the most common reasons given for not recycling are that respondents did not have enough information about where to recycle or what types of materials they are able to recycle.
The “I Want To Be Recycled” campaign is targeted to motivate Americans to recycle every day. Created pro bono by San Francisco-based ad agency Pereira & O’Dell, the campaign shows that recyclable materials can be given another life and become something new if someone chooses to recycle.
The campaign directs audiences to IWantToBeRecycled.org, a new website with a localized search tool allowing users to find where to recycle either at their curbside or their nearest recycling center.
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 and what products they can become in the future.
“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,” said Brenda Pulley, KAB senior vice president, recycling. “Based on survey feedback, we know people want to recycle. This campaign is designed to tap into that desire as well as provide helpful tools to make recycling easier.”
The online survey, commissioned by the Ad Council, was conducted in partnership with C + R Research. Research was conducted nationwide from June 25 through July 8, 2013. The sample consisted of 999 U.S. adults ages 18 to 64. The campaign will be supported by a comprehensive public relations and social media program on Facebook, Twitter and YouTube.