The City of Sacramento wants to reduce contaminated recycling in the waste stream, to lessen the amount of recycling that ends up at the landfill. Circlepoint was hired to research, develop, and implement a multi-faceted campaign to increase proper recycling and reduce contamination in the waste stream. The goal is to create a campaign using a variety of outreach channels that will resonate with culturally diverse groups who may not recognize the value of recycling.
The City’s recycling route data indicates that low-income neighborhoods where English is not the primary language are areas where there is reduced participation and frequent recycle bin contamination. To address this, Circlepoint worked with the City to develop targeted multicultural campaigns for distinct cultural groups. Initial work included conducting an intercept survey to gauge current awareness of recycling in target neighborhoods, as well as focus groups and stakeholder interviews to gain a deeper understanding of what barriers these groups may face when trying to recycle. This data was used to guide the visual direction and test messaging for the campaign, as well as to inform a media plan designed to leverage the most efficient channels for each audience. We developed and deployed marketing assets for Spanish, Hmong, Russian and English-speaking audiences across channels including:
- Ad placements in local publications and event programs
- Short animated video ads for YouTube, Facebook, Instagram and Twitter
- Interior and exterior transit vehicle and shelter ads
- Radio broadcast ads
- Educational flyers and website content
- Kids activity sheet for distribution at schools in target neighborhoods