Too complicated. Too much work. Too time-consuming. Too much hassle.
There’s no shortage of excuses when it comes to not recycling, especially non-alcoholic beverage containers – the focus of our mandate. And once again, the next generation is here to remind us how flimsy those excuses really are.
The CBCRA (Canadian Beverage Container Recycling Association) campaign in Manitoba calls out the absurdity of people’s so-called “good reasons” for not recycling. Dropping an empty bottle in a bin is too hard? Nope. Giving two full coats of paint to a fence that seems to stretch on forever — now that’s real work.
Two key elements drove the campaign’s success: first, the use of children as the main characters, a proven approach to capture the attention of the target audience while also entertaining them; and second, the choice of television as the primary medium. In an era dominated by digital platforms and social media, TV remains surprisingly powerful — especially when it comes to shifting perceptions and behaviours.
The essence of outdoor advertising is simplicity. Getting straight to the point. These executions capture the full spirit of the campaign: its language, its irony, its innocence, and above all, its call-out to the procrastinators.
Children have a way of saying things like they are, without a filter. In simple and direct language, they candidly remind Manitobans that recycling their empty beverage containers is not rocket science.
Keeping things fresh while staying the course. Injecting new energy into a strong original idea, while reinforcing the same message and preserving the tone, humour, and memorability. All of it aimed at keeping the audience engaged and driving real behaviour change.
That’s what defines the evolution of this campaign. We’re still calling out adults on their lame excuses for not recycling, but in a new way. Just as simple. Just as relevant. Just as effective. Duh!
