Beverage News

Keep America Beautiful, Ad Council launch recycling awareness campaign

Public service ad targets nearly two-thirds of Americans who are not avid recyclers

July 11, 2013

The average American produces 4.4 pounds of trash a day, and the United States as a whole produces more than 250 million tons of trash each year, according to the Environmental Protection Agency (EPA). However, only about 35 percent is recycled, it says. To address this national concern, the Ad Council, New York, and Keep America Beautiful, Stamford, Conn., 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, 52 percent of Americans say that they are “very” or “extremely” knowledgeable about how to properly recycle, and 38 percent say they are “avid recyclers,” recycling as much as possible and willing to go out of their way to do so. Of consumers who do not recycle often, 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 www.iwanttoberecycled.org, a new website with a localized search tool allowing users to find local recycling information and locate their nearest recycling center. The website illustrates the recycling process through an interactive infographic and offers detailed information about what materials can be recycled, how they should be recycled, and what products they can become in the future.

“We are thrilled to be again collaborating with Keep America Beautiful, our longstanding partner in creating PSAs that lead to a more sustainable environment, as we work to increase rates of recycling nationwide,” said Peggy Conlon, president and chief executive officer of the Ad Council, in a statement. “Together, I know that we can reach the ‘occasional’ recycler and transform recycling into a simple, daily habit for millions of Americans.”  

Brenda Pulley, Keep America Beautiful senior vice president of recycling, added: “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. 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 “I Want To Be Recycled” campaign is funded through Keep America Beautiful by Alcoa Foundation, the American Chemistry Council, the Anheuser-Busch Foundation, Nestlé Waters North America, Niagara Bottling, Unilever and Waste Management. 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 on a sample of 999 U.S. adults between the ages of 18 and 64.   

The Ad Council is distributing the new PSAs for TV, radio, outdoor and digital media to more than 33,000 media outlets nationwide. Following the Ad Council’s model, the ads will run in space and time entirely donated by the media. The campaign will be supported by a comprehensive public relations and social media program on Facebook, Twitter and YouTube.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px