RECYCLE MORE RECYCLEMORELINNCOUNTY.COMCity Carton Recycling, The City of Cedar Rapids, and The Linn County Solid Waste Agency combined forces to create a partnership to serve residential recycling needs more effectively. Fusionfarm found a voice to engage their audience.
Everybody is aware of the benefits of recycling but not everyone has access to it. Recycle More Linn County’s target audience is the segment of the population that wants to recycle, but the service is unavailable to them. The strategy: position the Recycle More Linn County initiative as the convenient solution for all
We shelved the usual heavy-handed 'green' sermon in favor of a message that expresses lightness and simplicity - even fun. Using broadcast as the anchoring medium, we developed a charming animation style with an endearing voice over, making the Recycle More spot likable and memorable, and expressing an inherent ease to the Recycle More Linn County message.
The delivery strategy cut a wide swath of visibility - utilizing broadcast, print, radio and billboard advertising. The call to action was equally straightforward - drive the target audience to the Recycle More website. Once there, users are presented with a clear, visual explanation of what can be a very complex subject, and where recycling questions can be