The Boston Recycling Initiative
- Location: MA
- Marching Since: April 29, 2008
The Boston Recycling Initiative is an integrated social marketing communications campaign. Through the synergy of an advertising campaign, a recycling bin campaign, and a public relations media campaign, the Initiative seeks to make simple recycling practices accessible to the community as a community.
Our strategy is to create the climate for accessibility—to make simple recycling practices convenient, attractive, and familiar to the community—by using these three campaigns as reinforcements of one another. Born from the philosophy that people naturally “do the right thing” when given the opportunity, this climate sets the stage for success.
An enormous success in London, the advertisements’ design creates a low-key but effective tone: rather than hail urgency the ads simply present the viewer with food for thought. These ads create a tone of accessibility, and are accompanied by strategically placed recycling bins. This placement makes recycling convenient, the design makes it attractive, and the pairing makes it familiar.
Lastly, the Initiative will launch the public awareness media campaign throughout local news mediums (newspapers, magazines, radio, storefronts, etc), which will designate one week as the Boston Recycling Challenge. The Challenge urges Bostonians to help each other set a record over the course of one week. The tone of the campaign should be, similar to the tone of the advertisements, cleverly indirect: emphasis will be placed on the goal of setting a record together rather than the act of recycling.
As much as the Boston Recycling Initiative aims to increase public awareness of the effectiveness of the individual’s effort in recycling, it also aims to reinvigorate the spirit of a community. Recycling is simply a forum in which community members share a social responsibility. And that is what this global movement is all about—cultivating our communities for a sustainable future.