Curbside Recycling → Campaign, Branding, Print
Miami-Dade County provides curbside recycling services to residents in the unincorporated areas of the County and in several municipalities.The program uses convenient "single-stream" recycling, meaning residents do not have to separate their recyclable materials. Every household receives one 65-gallon blue recycling cart, where residents can place all of their recyclable materials together. The county provides guidelines regarding the materials that are and are not allowed in the blue recycling cart. With recycling contamination rates increasing from 28% (2015) to 40% (2019), the “Recycle Right” campaign was launched with a simplified message centered around five main items that are recyclable
DURATION
1 Week
KEY SKILLS
Visual Design, Illustrator, Photoshop, Photography
The Campaign
Objectives:
Improve participation levels and increase tonnage of recyclables collected
Reduce levels of "contaminated" recyclables collected
Challenges:
“Recycling is inconvenient/hard/messy/confusing”, “No incentives”, “Not enough space in home”, “Pest concerns”.
Climate change has convinced some that recycling doesn’t make a difference.
Markets are not as willing to purchase recyclables. Stricter contamination laws in China are now in effect.
Although participation levels are good, there continues to be contamination across the entire industry.
The nature of the program does not allow for the materials in the cart to be seen before they are collected so there isn't a way to screen recycled goods before they are taken to the collection center
Target Audience:
Primary: Customers of the residential recycling program
Secondary: school-aged children
Deliverables:
Print: Flyer:
8.5x11, full color, with bleed
Outdoor:
Billboard:
Social Media:
Facebook - 1200 px W x 628 px H
Twitter - 1024 px W x 512 px H
Instagram - 1080 px W x 1080 px H
· Only 20 % text allowed
Web Banners:
300 px W x 250 px H
728 px W x 90 px H
· animated gif, no more than 30 seconds long
