GENERAL AWARENESS CAMPAIGN
2014 saw the development of new creative for the general awareness campaign. The idea was rooted in research insights that found that there is a:
- Lack of clarity that all empty beverage containers can be recycled
- Continued perception that recycled empty beverage containers end up in landfills
- Perceived lack of ease and access to recycling infrastructure
“When we polled people about their awareness of beverage container recycling ads, unaided recall for this campaign was extremely high. More than double the typical score.”
The campaign featured executions that referenced iconic beverage container marketing. Visuals and messaging referenced genre ads related to soft drinks, bottled water, fruit juices and sports and energy drinks. Each execution was anchored with a consistent call to action, asking the audience to “Enjoy it. Recycle it.” Media for the general awareness campaign included print, radio, out-of-home, online and television.
In the fall, a research survey to measure campaign awareness and behavioral shifts towards
beverage container recycling was conducted.
The results demonstrated that the knowledge of what can be recycled is extremely high and the likelihood of recycling things at home is increasing. Of the Manitobans polled:
- 67 per cent of telephone respondents and 71 per cent of online respondents exhibited unaided recall of advertising about recycling, generally.
- 59 per cent of telephone respondents and 72 per cent of online respondents demonstrated unaided recall of advertising about beverage container recycling, specifically.
The year started off with a continuation of the Container Recycling Fee creative developed in 2013. Online ads and traditional support in retail and convenience stores presented the fee and reinforced that it funds empty beverage container recycling in the province of Manitoba.
In the summer, in order to reach 18–24 year-old males, convenience stores, university campuses and targeted websites were given additional media support and featured sports and energy drink creative from the general awareness campaign. In addition, a micro-campaign dubbed “Hard way / Easy way.” was developed specifically for this audience. The creative features males completing an impressive physical maneuver, such as parkour and skateboarding, and recycling an empty beverage container after their feat. This was contrasted with them simply placing the empty beverage container in a blue bin. Messaging related to the fact that no matter how you choose to do it, you should recycle your empty beverage containers after you’re done.
Finally, the year ended with a dedicated holiday campaign to congratulate Manitobans on another successful year of recycling. Media included out-of-home, 10-second closed captioning, sponsorship messages and radio.
FOLLOW THE CONTAINER
CBCRA produced an animated video to educate viewers on the journey an empty beverage container takes after it’s placed in a blue bin. The education tool is viewable as either a full video or an interactive game, where the audience decides which path they want to follow. It’s available on the Recycle Everywhere YouTube channel and website. and will be promoted in schools as part of the Recycle Everywhere 101 program.
A direct mail piece was developed to encourage beverage container recycling at home. The creative emulated a fridge door that once opened, revealed a fridge magnet and information on what post-recycled materials can become. 17,000 pieces were distributed across Winnipeg and Brandon.
DIGITAL MEDIA, SOCIAL MEDIA & PUBLIC RELATIONS
In 2014, Recycle Everywhere continued to focus its communication efforts on digital engagement and media relations. We added 20 new videos to our YouTube channel and moved our social media management to a third party, which saw an eight per cent growth in Twitter followers and 82 per cent growth in Facebook fans. Our website, which saw a 189 per cent traffic increase, also integrated a bin ordering system to create internal efficiencies. Finally, media relations focusing on the launch of our dual stream street bins in the city of Winnipeg and promotion of our impressive recovery rates as well as our participation on the Winnipeg Chamber of Commerce BOLD radio show, helped to promote CBCRA’s presence to a larger audience.
Sponsorships and community engagement continue to play an important role in our activities. We want to reach Manitobans where they live, work and play, and in 2014, we connected with the community like never before.
Hockey: Former Winnipeg Jets Defenseman Zach Bogosian continued to have Recycle Everywhere presence inside and outside the arena in 2014, participating in fun and exciting school contesting. Our Winnipeg Jets partnership also saw the distribution of co-branded merchandise through our Street Team and at events. In addition, our sponsorship with the Brandon Wheat Kings and Manitoba Junior Hockey League reached tens of thousands more hockey fans across the province.
Football: Our partnership with the Winnipeg Blue Bombers saw their interactive event vehicle travelling
to over 50 community gatherings throughout the province with our Recycle Everywhere inflatable 3-point
kick. This was in addition to our presence in the stadium and on radio broadcasts.
Baseball: We continue to see great exposure from our partnership with the Winnipeg Goldeyes and in 2014, we extended our baseball presence as a title sponsor of the American Association All-Star Skills Competition.
Other: We continued to reach Manitobans by supporting Curl Manitoba and the Red River Co-op Speedway.
CULTURAL AND COMMUNITY SPONSORSHIPS
Cultural: Our partnership with Folklorama saw Recycle Everywhere bins at all pavilions and gave one lucky festival attendee a grand prize of two cruiser bikes.
Community: Along with Take Pride Winnipeg!, an organization committed to inspiring civic pride, we ran an exciting litter pickup contest geared at students. Our co-sponsorship of two grand prize trips for two to Disney World saw one winner from Winnipeg and one from outside Winnipeg take home the top prizes. Education was also a focus as the Green Kids took the Recycle THIS! Tour on the road for the second year, travelling to 50 schools. Finally, our sponsorship of the Northern Manitoba Trappers Festival extended our reach to people living in the North.
The Recycle Everywhere Street Team had a presence at over 150 different events, with 81 mascot appearances spread over 224 event days. 2014 kicked off with the addition of rebranded tents, clothing and on-site collateral, and a series of engagement tools including a “bin pong” skill toss, educational flip book and competitive board game.
Our four Street Teams, which consisted of a total of nine members and a team lead, attended events in Winnipeg and 33 other communities across the province, including:
Sports: Winnipeg Goldeyes, Winnipeg Blue Bombers, Red River Co-op Speedway, Curl Manitoba, Brandon Wheat Kings, Hockey Night in Canada’s Play On!
Arts and Culture: Folklorama, Osborne Canada Day Street Festival, Transcona HI Festival, Flin Flon Trout Festival, Dauphin Street Fair, Icelandic Festival.
Education: Lord Nelson Sustainable Symposium, Robert Browning School Picnic, Minnetonka Community BBQ.
Environmental: Earth Day Celebration at Fort Whyte Alive, Take Pride’s Team up to Clean up, West End Biz Clean up.