KAB Rolls Out Recycling PSAs

Keep America Beautiful helps develop ad campaign highlighting the benefits of recycling.

July 25, 2013
Recycling Today Staff

Keep America Beautiful (KAB), Stamford, Conn., along with the New York-based Ad Council, has launched a public service announcement (PSA) campaign that focuses on the benefits of recycling.

In deciding to produce a recycling campaign, the Ad Council says recent research shows that only 52 percent of Americans say that they are very or extremely knowledgeable about how to properly recycle. Additionally, only 38 percent say they are “avid recyclers,” recycling as much as possible and willing to go out of their way to do so. While there are several barriers to recycling, 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.

KAB says the “I Want To Be Recycled” campaign is targeted to motivate Americans to recycle every day. The ad campaign, created by the San Francisco-based ad agency Pereira & O’Dell, shows that recyclable materials can be given another life and become something new if someone chooses to recycle.

The campaign directs audiences to IWantToBeRecycled.org, a new website with a localized search tool allowing users to find where to recycle either at their curbside or their nearest recycling center. The website illustrates the recycling process through an interactive infographic and offers detailed information on 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,” says Peggy Conlon, president and CEO of the Ad Council. “Together, I know that we can reach the ‘occasional’ recycler and transform recycling into a simple, daily habit for millions of Americans.”

Says Brenda Pulley, KAB’s senior vice president of recycling, “This campaign is the emotional push needed to raise awareness and positively change people’s behavior to recycle more. 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.”

Adds PJ Pereira, chief creative officer at Pereira & O’Dell, “The core idea is to tell people to recycle and give their garbage another life. Showing that a bottle has dreams seems like a very powerful yet delicate way of doing it.”

The “I Want to be Recycled” campaign is funded through Keep America Beautiful by Alcoa Foundation, American Chemistry Council, Anheuser-Busch Foundation, Nestlé Waters North America, Niagara Bottling, Unilever and Waste Management.

In addition, one of the featured TV PSAs, titled “Stadium,” was filmed on location at M&T Bank Stadium, which is home to the NFL’s Baltimore Ravens. The stadium’s exterior, and additional select areas throughout the venue, is constructed partially from post-consumer recycled aluminum. Click here to view the “Stadium” PSA.

Those wishing to view one of the PSAs also can click below.