Creative Gallery on Sustainability Communications


"“I Want to Be Recycled” " For Ad Council and Keep America Beautiful
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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” "
AgencyPereira & O'Dell
CitySan Francisco
AdvertiserAd Council and Keep America Beautiful
Brand NameAd Council and Keep America Beautiful
Sustainability Themes Education & Awareness, Waste & Recycling
Date of First Publication 15/07/2013
Country of ProductionUnited States of America
Account Director: Ashley  Brown
Account Executive: Jennifer  Wantuch
Creative Team: Pj  Pereira ,  Jaime  Robinson
Photographer: Roi  Brooks