GreenShorts was invited to speak at this past weekend's Earth Day Canada's youth event "Beyond Green." The topic was the use of recycling in advertising to change behaviour. We reviewed a number of themes that emerged from our research including how recycling contributes to "eco-pride," why youth seem less interested in recycling and the frustration in over packaging.
Among all the advertising we've discussed with participants over the past year the following commercial has the highest unaided recall.
Its a powerful example of how to connect emotion, health and wellness and waste reduction. Many participants comment on how they cut out, or significant'y reduced, their purchase and consumption of bottled water.
We've found that recycling is one topic we can all relate too.