A collaboration with Meta, The Recycling Partnership and brands like PepsiCo, Unilever and Nestle. This initiative aimed at empowering local communities to easily access information about the specific recycling rules in their hometown.
I oversaw production of all digital, video, design, illustration and animation components of this project.
With the help of local recycling experts we developed a FaceBook Messenger Product that teaches people how to recycle in their home town. A visually driven experience, the product provided answers and guidance around common recycling questions and directed users to answers specific to their hometown.
Starting in Atlanta, GA and Ft. Worth, TX, people could use the Messenger Product to find out how to recycle curbside common items like plastic bottles, cardboard and metal, as well as less obvious items like yogurt cups, pizza boxes and egg cartons. People can simply type any item into the Messenger experience to get back local-specific recycling guidance.
The campaign launched in Atlanta and Ft. Worth TX with locally targeted ads and video content driving people to the product.
The video content we created captured the unique stories of local difference makers in the recycling community. Shot 100% virtually, in the midst of the pandemic, we captured documentary style social content showing how these difference makers are impacting their communities.
People like Vanessa Barker, a Fort Worth native whose non-profit The Welman Project takes surplus materials from companies and gives them to teachers, providing much-needed resources to those who need them, all while preventing countless pounds of material from going into landfills.
Another example of a local was Shawn Deangelo Walton, an Atlanta native who provides opportunities for at-risk youth through his urban farm. His organization, Everybody Eats Together offers nutrient-dense food to the people of Atlanta. His work reflects his innate recycling mindset to protect and value all available resources.
Initial results were encouraging, showing all partners involved that this was an idea that could scale across the U.S. and eventually - Globally.
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