Sections: Concept & strategy | My role | Video | Radio | Design | Copywriting | Credits
Concept & strategy
The Vermont Agency of Natural Resources (VT ANR) approached me to help them create a statewide campaign to reduce contamination in the recycling system.
I wanted to tell the story from the perspective of the workers that actually sort recycling. This would humanize the recycling process and allow us to frame the message around safety – an issue that we felt would resonate with the audience. Of course, these four categories aren’t the only items that don’t belong. But if we could create the connection between the things you put in the recycling bin and the workers on the other end, then the audience would hopefully be able to extrapolate the lessons to other problem items.
Repetition of key messages was crucial to the success of the campaign. We simplified the list of items that belong in recycling – paper, cardboard, and clean containers – and repeated the list in every video version. I created the tagline “Recycle like you live here” to tie into the pride Vermonters’ already have for their state. The alliterative quality of the phrase makes it more memorable.
I created five 15-second videos for this campaign, designed to “sandwich” a TV commercial break. The first video (“Intro Sequence”) would run at the beginning of an ad break, with one of the other four videos rotating at the end of the ad break.
The TV ads were distributed by VT ANR, and directed people to the state’s recycling webpage. We designed print and social media ads to support the campaign locally through Chittenden Solid Waste District (CSWD).
My role
I created the initial concept, and wrote script versions with feedback from the core creative team. I directed, edited, and produced the videos. I wrote the copy for print & social media, and designed the ads. I also wrote, recorded, and produced a 60-second radio spot for the campaign.
I placed print ads in local newspapers & publications, and designed Facebook & Instagram campaigns with ad versions that used both still images and videos.
Video
Radio
Design
Copywriting
Video intro
In Vermont, your recycling comes here, where people like us sort paper, cardboard, and clean containers. When you put the wrong thing in your bin, it can make our job gross…or downright dangerous. Recycle like you live here. Put only paper, cardboard, and clean containers in the bin.
Batteries & electronics
Not everything belongs in your recycling bin. Like batteries and electronics. They cause fires, damage equipment, and endanger workers. Recycle like you live here. Put only paper, cardboard, and clean containers in the bin.
Scrap metal
Not everything belongs in your recycling bin. Like pots and pans, and other scrap metal. They can seriously endanger workers and damage equipment. Recycle like you live here. Put only paper, cardboard, and clean containers in the bin.
Plastic bags
Not everything belongs in your recycling bin. Like plastic bags and wrap. They get tangled up in our equipment. Every day we have to climb in here and cut them out. Recycle like you live here. Put only paper, cardboard, and clean containers in the bin.
Dirty containers
Not everything belongs in your recycling bin. Like dirty jars and cans. That’s gross. And it reduces the value of other recycling. Recycle like you live here. Put only paper, cardboard, and clean containers in the bin.
Print ad
Recycle like you live here: There are real people who sort your recycling. The wrong items make their job gross – or downright dangerous. Put only paper, cardboard, and clean containers (like bottles, cans, jars & tubs) in the recycling bin.
Credits
The core creative team included representatives from VT ANR, Casella, and Chittenden Solid Waste District (CSWD), the largest solid waste municipality in the state.
Filming credits: Michael Fisher, Brandon Zheng