SWACO is an organization dedicated to educating Franklin County on correct recycling habits. They were looking for a new campaign to understand existing behaviors and authentically resonate with people. They asked ZoCo to develop the campaign branding and accompanying strategy with the ability to measure results.
The campaign—launching soon—will be tested in a smaller, targeted market before being expanded throughout the whole of Franklin County.
Brand Identity System Design
Market and Launch Strategy
How does recycling make you feel?
4 out of 5 people had positive reactions.
“Proactive. Positive. Helpful.”
“Accomplished, but sometimes weary.”
“Necessary and not being done enough.”
“More of an annoyance than anything.”
“Good. It’s a noble effort, but probably harder and more complicated than it should be.”
there is confusion around recycling.
Percentage of residents who incorrectly think the material is accepted in their curbside bins.
Based on our research,
there were two directions to cover in the campaign:
THE FINAL DIRECTION
Capturing both directions, this tagline speaks to the immediate goal of recycling correctly and the larger goal of making an impact in the community.