Description / Synopsis
The “I Want To Be” PSA from Ad Council and Keep America Beautiful, created pro-bono by Pereira & O’Dell, personifies your trash and dramatizes the potential of each item we discard to “live” a meaningful second life.
We want to encourage Americans to recycle because, according to the Environmental Protection Agency, only 35% of waste is recycled in the US.
Our goal is to educate and emotionally motivate Americans to adopt recycling in their everyday lives. We aimed to appeal to people’s rational need for facts while also opening their hearts through the emotional and imaginative representation of the product life cycle.
The “I want to be recycled” PSA campaign was delivered to the media via donated time and space, running in top media markets (including Atlanta, Chicago, New York, San Francisco, Los Angeles and Miami). The campaign gave Keep America Beautiful the emotional push needed to raise awareness and positively change people’s behavior to recycle more.
|Title||"“I Want to Be Recycled” "|
|Agency||Pereira & O'Dell|
|Advertiser||Ad Council and Keep America Beautiful|
|Brand Name||Ad Council and Keep America Beautiful|
|| Education & Awareness, Waste & Recycling
|Date of First Publication
|Country of Production||United States of America|