This campaign is designed to raise awareness about the convenience and benefits of recycling, while also motivating behavior change among our target audience, 25-34 year olds. Funded by the Georgia Department of Community Affairs Office of Environmental Management, this campaign is one tier of a comprehensive strategy to boost recycling in the state and to keep valuable materials out of landfills and in Georgia’s mills and factories.
This is not your “traditional” recycling education campaign. This campaign takes all of the misperceptions and lame excuses about recycling, exaggerates them to show their absurdity and by doing so, tells all of the non-recyclers “you gotta be kidding!”
The “cast of characters” developed for the campaign wear their non-recycler status on their proverbial sleeve to prove the point that it’s absurd not to recycle. For more, check them and their outlandish ideas and excuses out! Tommy, Maria, Ronald and Justin could use some real facts, don’t you think?