PORTFOLIO

When recycling gets hard to swallow.

Strategy

Creative Strategy

Film and Video

Content

PORTFOLIO

When recycling gets hard to swallow.

Strategy

Creative Strategy

Film and Video

Content

WHAT MATTERED

Recycling depends on separation. When recyclable materials are mixed with non-recyclables, food waste, water or other contaminants, their value drops and they become harder to process. For Mpact Recycling, Clean-Up & Recycle Week was an opportunity to make this message more memorable for consumers and collectors. Easier said than done, though. Recycling is a low interest category.

INSIGHTS

People instinctively understand bad combinations. Especially the visceral discomfort of dreadful food pairings. Could we use this to dramatise contamination in a way people would immediately feel, understand and remember? Rocks in cardboard boxes, metal in PET bottles, polystyrene mixed with paper. These combinations damage the recycling stream in the same way that certain foods offend the senses.

OUR SOLUTION

Mpact Recycling needed to speak to consumers and collectors in a way that was practical without becoming instructional, entertaining without losing the seriousness of the message, and simple enough to travel across social media.

Our campaign featured up-and-coming comedians being presented with terrible food combinations. Their reactions to tasting the combinations became an entertaining analogy for contamination in recycling. Each piece of content linked a bad food combination to a bad recycling combination, helping people understand why rocks, metal, water, plastic liners, polystyrene and other contaminants should be kept out of recyclable material.

IMPACT

The campaign was well engaged with across social media. But, more importantly, it gave Mpact Recycling a simple way to explain a critical behaviour-change message: recyclables and non-recyclables do not belong together. When materials are kept separate, they retain their value, helping close the loop.

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