Project Description
Adding the Fun Factor to Recycling Education
With too much trash going in the recycling cart, Oro Loma Sanitary District needed to educate customers on the basics of “recycling right”. Fewer markets to sell recyclables overseas and costly processing of contaminated recycling at home increased the urgency. A state law mandating a reduction in solid waste bound for the landfill also called for a behavioral change.
We created a campaign to educate customers on proper sorting practices and the importance of doing it correctly. It centered around a fun online “Recycle Right” quiz promoted through social media, email marketing, direct mail and even on the recycling trucks that service the neighborhoods.
Results exceeded goals quickly
Although the real proof of success is in a change in recycling habits which is still under review, communication goals set were surpassed in every category.
• 2,677 unique users visited the Recycle Right Quiz website during the 3-month campaign.
• 18,000+ pageviews – more than 3 times the goal set.
• 900+ people completed the quiz – 10 times the desired goal.
• 145 people provided comments or questions after completing the quiz.
• Social media traffic increased 4 times the projected goal – to the Recycle Right Quiz site and the main Oro Loma website
• 70 percent of traffic was from targeted geographic area for Oro Loma of San Lorenzo, San Leandro and Hayward.
Conveying a complicated message successfully
The three-month outreach program featured lots of easy-to-understand graphics, and a fun online quiz to help customers learn the basics.
Consistent use of graphics and visuals
A newsletter, website landing page and outdoor signage (on the Waste Management trucks) presented a mix of graphics and a cohesive brand message.
Creative design to pull readers in
Integrated messages continued with a flyer that was a companion piece to the recycling web page. It was mailed as a newsletter insert and used as a follow-up touch to all who participated in the quiz.
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