This is a guest blog post written by Christina Kiernan, Manager, Marketing Communications at Keep America Beautiful.
Imagine a water bottle that dreams of becoming a pair of jeans, a steel can that hopes to
someday be transformed into a bicycle, or a plastic shampoo bottle that believes that, one day, it could become a park bench. These are some of the many destinies that could be fulfilled if more Americans took time to do one thing: recycle their plastic packaging and other materials.
A public service advertising (PSA) campaign introduced by the Ad Council and Keep America Beautiful (KAB) aims to inspire the nearly two in three Americans* who do not recycle regularly to make recycling a part of their daily lives. Despite increased visibility of public recycling receptacles and increased curbside programs, levels of recycling have plateaued at less than 35 percent.
The I Want To Be Recycled campaign aims to motivate Americans to recycle every day.
Created by San Francisco-based ad agency Pereira & O’Dell, the campaign artfully shows that recyclable materials can be given another life when someone chooses to recycle. Showing that a plastic bottle, metal can or other recyclable item has dreams to become something new is a very powerful yet simple way to deliver the message.
The I Want To Be Recycled campaign made its public debut in July 2013 and includes TV, radio, outdoor, online, social and mobile PSAs. The American Chemistry Council’s Plastics Division is a founding sponsor of the campaign.
In its first year, the recycling campaign secured more than $50 million in donated media. It gained the most donated media amongst all Ad Council campaigns in Q1 of 2014. Cities are also joining in on the campaign. These include Austin, Chicago, Akron, and Madison, among others. Waste haulers are wrapping their trucks with the campaign graphics. Grocery outlets are putting our I Want To Be Recycled logos on their cardboard boxes.
Visit IWantToBeRecycled.org to get a behind-the-scenes look at how trash can be
transformed through recycling. While you are there, learn about common recycling myths, and get details about recycling locations near you. Then, share it with everyone you know. Post it to your Facebook page, tweet it to your followers. Urge your company to post links to it on the organization’s website.
 United States Environmental Protection Agency (U.S. EPA) 2012 Municipal Solid Waste Report http://www.epa.gov/epawaste/nonhaz/municipal/pubs/2012_msw_fs.pdf
*38% or respondents to Ad Council survey, prior to campaign launch, said they were “avid recyclers”, recycling as much as possible and willing to go out of their way to do so.
Christina Kiernan joined the communications department at Keep America Beautiful in September 2012. Christina has key accountabilities for the successful “I Want To Be Recycled” campaign as well as for the development and execution of comprehensive KAB strategies & messaging for various social media platforms.