Province-Wide Consumer Awareness Campaigns

The CCC works with provincial stewardship agencies to execute highly visible and inspiring consumer education campaigns that promote carton recycling. Over the past years, we have partnered with Recycle BC to promote carton recycling via digital campaigns, and we teamed up with Multi-Material Stewardship Manitoba (MMSM) to feature ads on large outdoor digital boards located in high-traffic areas.

In the case of British Columbia, specific campaign creatives, including both a static and an animated display ad, were developed and used across multiple channels with the same key message: Recycle your milk, soup, and other beverage cartons in your blue bin (juice cartons are under deposit in this province). Channels included Facebook and targeted website landing pages. The ads pointed to a dedicated campaign landing page on Recycle BC’s web.

The campaign ran October 17  to November 20, 2016, delivering over 6.3 million impressions and successfully driving more cartons into the recycling stream, as measured by Recycle BC. This is especially true for the multi-family sector, where preliminary data received from sample audits indicate an approximate 7% increase in the proportion of cartons collected in the combined months of November and December 2016, relative to the October year-to-date collection. The corresponding increase for the curbside channel was 2%.

The campaign was deployed again in November 2017 and in November/December 2018 across digital and mobile display ads, as well as Facebook and Instagram ads. Overall, there has been an increase in carton recovery year over year from 2016 to 2018.

In Manitoba, CCC partnered with Multi-Material Stewardship Manitoba (MMSM) to amplify the carton recycling message within their broader Recycle Something New Campaign. Carton recycling ads were featured on two digital boards located in high-traffic areas, for a total of 97,204 plays over an 8 week period in September and October 2016. Online ads were also featured on targeted websites, such as The Weather Network, yielding 464,907 impressions and a 12% click through rate.

The CCC looks forward to building on these two successful initiatives as it works to develop further partnerships with stewardship agencies across the country to deliver the carton recycling message.

In 2018, CCC renewed its collaboration with MMSM by sponsoring carton-specific digital billboards in Manitoba, as part of MMSM’s ‘Recycling Superhero’ campaign launched in the spring.