The Curbside Value Partnership has launched a new radio public service announcement (PSA) that puts non-recyclers on notice.
The PSA, which is available in English and Spanish, features two housewives gossiping about their new non-recycling neighbor. The housewives decide that the new resident needs to know that her new neighborhood is “desperate about recycling.” Listeners are then directed to www.recyclecurbside.org to learn about local recycling options.
“This isn’t your typical PSA,” Heather McNamara, senior vice president of Hill & Knowlton, says. The CVP retained the company to work with municipalities nationwide to grow participation in local programs. “We wanted to break through the clutter and take a slightly humorous ‘Desperate Housewives” approach to convey how ‘un-neighborly’ it is not to recycle.”
CVP is a national partnership funding by the aluminum industry and its member companies, Alcoa, Anheuser-Busch Metal Container, ARCO, Ball, Novelis and REXAM. CVP has studied curbside recycling programs nationwide for three years to learn what it takes to motivate consumers to recycle curbside.
Steve Thompson, CVP program director, says, “You can spin wheels all day trying to come up with that ‘perfect message’ to reach and motivate homeowners. But really all you need to do is remind them how they can recycle in their community and where they can go to get started.”
The CVP will distribute the PSA to more than 250
CVP also had national versions of the PSA available at the National Recycling Congress & Expo in