Keep America Beautiful (KAB) is a leading national nonprofit whose mission is to inspire and educate people to take action to End Littering, Improve Recycling, and Beautify their communities.
Their recycling effort is magnified in the weeks leading up to November 15, when Keep America Beautiful celebrates America Recycles Day, the only nationally recognized day dedicated to promoting and encouraging recycling in the United States.
KAB encourages participation through a tapestry of thousands of events nationwide and promotes the day and its associated events via the website AmericaRecyclesDay.org. Visitors to the website can find information about events near them, fun and thought-provoking facts about recycling, and the opportunity to take a pledge to make recycling a bigger part of their lives.
Rauxa supported the following America Recycles Day objectives:
Overall Impact
- Increasing event registration sign-up
- Driving individuals to take the #BeRecycled pledge to make a greater commitment to recycling in their own life and community
Campaign-Specific
-Nurturing social engagement across Facebook, Instagram, and Twitter
-Driving traffic to AmericaRecyclesDay.org and its sister site, IWantToBeRecycled.org, via Keep America Beautiful's social platforms
Recycling is something about which there is little theoretical or philosophical debate: with few exceptions, people are generally in favor of it. So why does adoption continue to hover in the mid-30% range? The intention-action gap. Fitness and dieting industries know this psychological phenomenon well, as it explains why the post New Year's resolution period is so busy, only to see business tail off once February or March rolls around.
America Recycles Day created a golden opportunity to highlight this gap as it plays out in recycling, by heightening social followers' awareness of the importance of not only the support of recycling as a concept (they're already following Keep America Beautiful, after all), but more importantly, the action of getting involved and making it a cornerstone of their own daily lives. That's what the day and the pledge are all about.
And that's what the campaign was all about. Content across multiple platforms ranged from static and animated posts highlighting the impact of recycling on our ecosystem and its economic benefits to local communities, to the marquee video of the campaign depicting regular people making the commitment to up their recycling game.
America Recycles Day, and the social campaign supporting it, was an occasion for all of us to get serious about putting our money where our mouth is. We talk the recycling talk, now it's time to commit to walking the walk!
The America Recycles Day campaign was dependent on organic reach/impressions and earned multiple PR mentions deeming it wildly successful.
Overall America Recycles Day Impact
- 1.9MM volunteer attendees
- 61.3MM funds of recyclables collected
- 265K + individuals pledged to recycle more
Campaign Results
- 1.6MM organic impressions across Facebook, Instagram, and Twitter
- 4.7K #BeRecycled & #AmericaRecyclesDay posts on Instagram and Twitter
- 98% increase in 'New Likes' on Facebook from 2015 to 2016
