Rhode Island Resource Recovery Corporation
The Rhode Island Resource Recovery Corporation (RIRRC) is Rhode Island’s environmental agency dedicated to providing the public with environmentally sound programs and facilities to manage waste and recycling. RIRRC needed to communicate the importance of adapting to a new recycling method to nearly one million state residents.
We developed a unique private label brand for recyclables to represent the increased ability to recycle through the new program, “Recycle Together RI.” The brand identity came to life in a broadcast TV spot we created as part of a comprehensive marketing campaign communicating program changes and details. Video animation emphasized how recycling “just got easier” and illustrated examples of all the new items that residents could now recycle. Campaign media coverage resulted in a 79% saturation of the Rhode Island media market of adults 25 years of age and older within a two-month time span, and the campaign was awarded the New England Emmy Award for Outstanding Commercial.