- Metro Regional Government
- Recycle at Work
A campaign to help businesses recycle
We provided the design arm of a professional collective retained by Metro, the Portland, Oregon regional government to develop a campaign to encourage area businesses to increase their recycling of paper and to raise awareness of a suite of free resources available from the government to help them in the effort.
Previous campaigns had deployed a generic “do the right thing” message using busboards and radio spots. Now, this was government work; budget was tight, and we felt that the actual audience – businesses and property managers – could be targeted more precisely using a combination of aggressive public relations (including a very successful effort to publicly enlist businesses as campaign partners) and very direct mail, followed by personal contact from Metro representatives armed with a useful toolkit.
Our guiding principle was convenience: research showed that while most businessfolks supported the idea of recycling, they were unaware that you don’t have to remove staples, paper clips and tape before recycling, and so were tossing most of their potential recycling into the garbage. We made the campaign about getting that information out.