We never recycle campaigns, but we were happy to do a recycling campaign for King County Solid Waste. We spent four years with KCSW to help increase recycling rates in the local Hispanic / Latino community. The first two were dedicated to deep research with in-person surveys, and workshops both in home and in stores. Over the next two years, we used our new insights to develop two simultaneous strategies:

  • Create community facilitators–facilitadores de reciclaje–to encourage recycling directly
  • Forge partnerships with Hispanic / Latino media outlets to increase recycling awareness.

With culturally-relevant tactics and a waste-free approach, we turned a small budget into 6 million impressions.