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. In 2016, we partnered with Recycle BC (formerly Multi-Material British Columbia) to promote carton recycling via a 5-week digital campaign, 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 – 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%.
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.