The Solid Waste Authority of Central Ohio educates the community and empowers businesses to turn waste into resources.
“Recycling is necessary and not being done enough.”
“I feel like I’m making a difference in the world.”
“It’s a noble effort, but probably harder and
more complicated than it should be.”
“Recycling is more of an annoyance than anything.”
“It makes me feel accomplished, but sometimes weary.”
Encouraging residents to recycle more, but also to recycle right, required addressing their confusion head-on.
The developed campaign name and mark speaks directly to the objectives: Recycle Right. Make a Difference.
Our campaign strategy favored clear, digestible content by placing equal weight on accepted and non-accepted materials. The collateral ranged from a fridge magnet that’s always in plain sight to a large mailer featuring frequently debated materials, like pizza boxes. For direct feedback, we designed friendly ‘Oops’ cards for curbside auditing.
Brand Identity System