New York Mayor Michael Bloomberg has launched a multi-channel consumer public education campaign to drive awareness of recycling and motivate New Yorkers to 'Recycle Everything’ as part of his commitment to doubling the City's recycling rate to 30 per cent by 2017.
Comprised print, out-of-home, radio, digital, mobile and activation elements, it uses the 'Recycle Everything' tagline to highlight that New Yorkers do recycle and help manage the 11,000 tons of waste generated in the city every day.
Developed by Grey New York, the central element is the print ads feature pop art-like collages with examples of key recyclables artfully covered with colourful logos of major brands torn from the packaging.
Each ad carries a relevant headline like 'Give new life to old plastic"; the "Recycle Everything" tagline and NYC Recycles logo.
Brands including PepsiCo, Evian, Chobani, Goya Foods, Arizona Beverage Co., Energizer Holdings, Amy's Kitchen, Thai Union Group, Happy Family, Seventh Generation and media properties including the New York Post, New York Magazine, Time Out, Better Homes and Gardens, More, Fitness, Inc., El Diario and Paper magazine all signed up to take part in the initiative.
The radio spot also taps into the instinct to re-invent through music and encourages New Yorkers to apply it to recycling.
"Together, these initiatives will help us double our recycling rate by 2017 and reduce the amount of trash sent to landfills and I want to thank Grey for their incredible designs for our public information campaign. These ambitious policies will save at least $60 million in taxpayer dollars and have a significant environmental impact, making them the type of investments we need to secure the City's future," said Mayor Bloomberg.
The ads are currently running across a host of media: buses, subways, transit shelters, taxi tops and phone kiosks as well as the Staten Island Ferry. The print ads have also appeared in the Daily News, New York Post, El Diario, AM New York, Metro New York and all community newspapers.
Claudia Strauss, CEO of Grey Activation and PR, said: "As corporate citizens of New York for close to 100 years, and committed to the cause, we could not be more proud to be the city's partner in this effort. Our message 'Recycle Everything' says it all and it's easier than ever to do."