From young ages, we were taught to “Reduce, reuse, recycle.” Improper waste and recycling practices contribute significantly to air, water, and land pollution, amplifying the impacts of climate change. But sometimes, merely telling people to recycle isn’t enough.
In a campaign titled, “Know What to Throw,” Eco Leap teams up with the Town of North Hempstead, to help overcome “confusion about the rules” and “a lack of confidence in the process.” Here’s how we did it…
1. Simplifying complexity. Eco Leap adopted a step-by-step approach dissecting household waste into categories—garbage, recycling, yard waste, oversized items, and e-waste. A pictionary of common household items are repeated to foster recognition.
2. Connecting through storytelling. Neuroscience studies emphasize that images and characters linger in our memory longer than words. Harnessing this insight, Eco Leap introduced Harbor the Heron as the charismatic narrator. Harbor’s personal tale infuses a sense of urgency and responsibility throughout the Town.
3. Building confidence. Eco Leap created an FAQ with video of the Town’s waste being processed in a recycling center to dispel doubts and reinforce credibility.
4. Making presence felt. The campaign is designed to jump off the screen and into people’s lives at Town Hall, drop off events, school classrooms, social media and more.
Checkout “Know What to Throw: Recycle Right and Keep Your Trash Tight!” and stay tuned as we unpack more stories of impactful change that can inspire us all.