 Our
Work Case
Studies MDEP |
 Massachusetts
Department of Environmental Protection (MDEP)
The Challenge:
The Massachusetts Department of Environmental Protection wanted to educate
Massachusetts citizens about the benefits of recycling. Using the City of
Boston as a pilot program the agency wanted to test messages and outreach
mechanisms and develop a look that would brand the initiative across different
segments of the population.
The Goals:
Primary: Increase recycling among Massachusetts males, ages 20-40 years old;
Secondary: Increase recycling and recycling awareness among the general public;
Tertiary: To educate Massachusetts citizens about the benefits of recycling and
ultimately change behavior among Massachusetts citizens in regards to
recycling.
The Solution:
The Rendon Group worked with the Massachusetts Department of Environmental
Protection (MDEP) to develop a public education campaign to encourage
Massachusetts citizens to recycle. This campaign was executed over a year-long
period and included a series of different components under the umbrella of a
statewide public awareness initiative to encourage recycling. A pilot program
in the City of Boston was met with great success and elements were used moving
forward in campaigns targeted to sports fans, schools, municipalities and
business professionals.
This campaign was predicated on survey research. The pro-recycling message and
theme was derived from a series of survey research mechanisms that tested logos
and taglines and overall public perception on this issue. The campaign included
a series of public awareness efforts such as a media buy that included
television, radio, print, transit and outdoor advertising, award incentives, a
school based program and a community specific marketing campaign. Many
marketing materials were printed in Spanish also. Success was measured from web
site hits, recycling bin requests, contest registration and student
involvement.
Survey Research:
TRG conducted two focus groups to test the campaign tagline and overall
strategy for the campaign. Initially a phone survey was conducted in Boston
before the start of the campaign. A benchmark survey was executed at the
campaign’s conclusion to test messages and media for effective strategy and
overall target message. Citizens were directed to a 1-800 phone number and Web
site.
Lessons learned from the benchmark survey and focus groups:
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63% of residents 65 years of age and older ALWAYS RECYCLE
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64% of residents 50-59 years of age compared to 34% of residents 18-29 years of
age say they always recycle. Although these people consider themselves to
always recycle, we’ve learned from our experience that a lot of these people
are actually partial recyclers.
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Homeowners are more likely to recycle while apartment dwellers under the age of
35 are more likely to be non-recyclers.
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Excuses for not recycling include inconvenience, lack of time, laziness, and
lack of a local program.
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Education and income do not impact recycling participation.
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Grassroots efforts combined with strategic marketing is tremendously effective.
Logo & Tagline Development
The logo and tagline Recycle. A Little Effort. A BIG Difference.
was developed by TRG and displayed on all print and electronic materials. This
logo continues to be used today and offered to municipal recycling coordinators
as a means to cross promote and deliver a cohesive pro-recycling message.
Grassroots & Coalition Building
TRG worked with MDEP to identify and recruit a coalition of organizations and
businesses to further promote the campaign message. Non-traditional
communications included a 1/2 page in a Red Sox program book; telephone phone
bank that was delivered to 100,000 people and featured a Red Sox player and
Boston Breakers player encouraging residents to recycle; 100,000 hand cards
with the campaign message distributed to drivers coming through the tolls on
the Massachusetts Turnpike and the Tobin Bridge; Hood Milk printed the campaign
logo on 800,000 Hood milk cartons (8 ounce size); electronic sign board
messages on the Massachusetts Southeast Expressway; and more than 30,000
English/Spanish door hangers delivered to Boston households.
Video Production
The Rendon Group Productions created a series of television and radio recycling
ads that featured our top target market – a male in his mid 30s. The spots were
humorous in approach and asked viewers “Why Recycle?” For the Recycle & Win
Super Bin Contest, TRG Productions produced two radio spots and one
television spot that featured New England Patriots’ kicker Adam Vinatieri.
The Results
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During the City of Boston Pilot Program, phone calls to the 1-800 phone number
doubled and Web site hits more than tripled. The City of Boston reported an
increase of 100% in calls to request bins during this timeframe.
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More than 46,000 Massachusetts students registered for the school program, THE
GREEN TEAM, and MDEP has called it one of their most successful student
programs.
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Through radio, television and schedule brochures, the Recycle & Win Super
Bin Contest generated 4,238,480 total impressions. 2200 residents signed up for
the Contest.
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