SWACO
Campaign Design

Context

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.

Services

  • Market Research
  • Brand Identity System Design
  • Campaign Strategy
  • Messaging Strategy
  • Market and Launch Strategy
We asked
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.”

We Learned
people don’t like words that imply work.
We confirmed
there is confusion around recycling.

Percentage of residents who incorrectly think the material is accepted in their curbside bins.

Yogurt Containers
72%
Plastic Take-Out Containers
69%
Paper Coffee Cups
68%
Aluminum Foil
44%
Styrofoam
37%
Plastic Bags
24%
We Learned
there are too many questions.

“What is the impact of my recycling?”

“Where do I recycle this?”

“What happens to my recycling?”

“Can I recycle this?”

“How much does recycling cost the city?”

Based on our research,
there were two directions to cover in the campaign:

Education
& Impact

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.

Early Concepts
01
Feature a specific material to focus efforts.
02
Highlight misconceptions.
03
Showcase successes and opportunities for improvement.

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