The Challenge
Since 2016, we’ve helped RecycleCT promote recycling through our What’s IN? What’s OUT? campaigns. In 2020, our campaign needed to heighten the importance of recycling right to address the every-growing contamination of recyclables as well as the shortage of recyclable materials brought on by the 2020 global pandemic.
The Solution
Crafting our social media campaign started by breaking down the issues into three categories—(1) people putting the wrong items into their recycling bin, (2) businesses and schools closed due the pandemic produced less recycled materials used for household essentials and (3) help essential workers stay safe by keeping hazardous materials out of recycling bins. From there we utilized the tools of social platforms, like Stories, to highlight proper recycling in an easy-to-understand visual way. Additionally, we employed Story polls to test the public’s understanding of what can and can’t be recycled. Beyond social media, we leveraged unpaid channels, creating a toolbox of materials that were shared with Connecticut municipalities and schools to help spread the word.
The Result
In just a short 10-week period, our social campaign garnered over 4,000 post reactions, comments, likes and shares. Results also showed an 85% increase in average daily visits to recyclect.com and engagement on the website more than doubled.
