Strategist
Anuska Sarkar
ENVIRONMENT WEEK 2019
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Alberta Recycling x The Beverage Container Management Board
CLIENT ASK
Congratulate Albertans on doing a good job at recycling for the year, and encourage them to recycle more the following year.
HOW MIGHT WE
Encourage an audience that already recognizes the importance of recycling to recycle more?
KEY FINDINGS
Most Albertans understand the importance of recycling and do so when they can.
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Recycling is more popular in rural and suburban areas due to community initiatives such as bottle drives.
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There is a lack of education around what and where to recycle.
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The majority of Albertans are unaware that they pay a recycling fee on recyclable items such as plastic bottles.
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HUMAN PROBLEM
The primary challenge that prevents Albertans from recycling isn't the desire to recycle, but it's the lack of understanding around what and how to recycle.
INSIGHT
We recognized that recycling was more popular in rural and suburban areas because people enjoy participating in community initiatives and challenges.
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People enjoy feeling as if their actions are a part of something bigger.
SOLUTION
Human Problem
The primary challenge that prevents Albertans from recycling is the lack of understanding around what and how to recycle.
Launch a community contest that encourages people to recycle while also sharing their knowledge about what and how to recycle.
CAMPIGN IDEA: Spot the recyclABLE: Do you know what you are ABLE to recycle?
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We developed an Environment week campaign that encourages Albertans to recycle more by:
EDUCATION | Show Albertan's what, where, and how they can recycle in an engaging way
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MOTIVATION | Use Environment Week as an opportunity to incentivize recycling and encourage a community initiative where everyone feels like they are a part of something bigger than just their individual actions.
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Insight
Advantage
People enjoy feeling as if their actions are a part of something bigger.
ENVIRONMENT
WEEK
BCMB & Alberta recycling can help Albertan's recycle more by using education on the topic as a way to make recycling easier.
Strategy
Leverage environment week as an opportunity to educate Albertan's on recycling while engaging them in a community activity that encourages positive action.
EXECUTION
Digital Campaign + Social Contest
In an effort to maximize reach across the province using the campaign budget, we launched digital and social campaigns that educated Albertans on recycling in an engaging way that encourages them to interact with the campaign creative and test their knowledge on recycling.
All campaign creative linked to the landing page, www.thankyoualberta.com, which features an interactive game that challenged Albertans to test their knowledge on what, how, and where to recycle.
The campaign also utilized an Instagram page to increase awareness and engagement.
We also incorporated an Instagram contest to motivate Albertans and use Environment Week as an opportunity to recycle more and become a part of a greater initiative.
Role:
Account Lead and Strategy Support