This morning, the Elevation Brand team is announcing the launch of a new consumer marketing campaign. Created for the State of Georgia (Department of Community Affairs), the campaign’s goal is to change consumer perceptions, and ultimately behavior, of recycling statewide. The Elevation Brand team, working as the creative services and marketing arm to our partner Hill & Knowlton Tampa/DC, was responsible for the conceptual development and visual execution of this campaign.
The YouGottaBeKidding.org campaign is unlike anything that has come before within the recycling industry. Our research showed that Georgia residents have misperceptions of what it means to be a committed recycler. In developing this campaign we chose to not rely on the status quo of recycling marketing, which is to try and educate residents about the global benefits of recycling. Instead, we have taken those misperceptions head on. See for yourself by viewing the full creative on the new set we’ve created in our Flickr gallery. One of the major findings of our research efforts was the most influential voice to change perceptions and behaviors were peer oriented. With that in mind our team used the campaign and its foundation in traditional media to extend the conversation about recycling to social media circles. Using a variety of well established consumer tools, including blogging, Facebook, Flickr and soon YouTube, we have provided a way for Georgia residents to not only experience our campaign but also participate in it.
This campaign brings to life a number of the messages on good marketing/advertising that we have been talking about for some time. We have stepped outside the traditional comfort zone of recycling marketing and achieved a campaign that is memorable and allows consumers to participate in the discussion. We have used all the tools at our disposal – including traditional print, online and social media. And lastly, we have developed a campaign that has a unique voice and speaks directly to our target audience.
We encourage you to check out our Flickr gallery and also share your thoughts and insights.
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