The City of Fresno’s Department of Public Utilities Solid Waste Division focuses its efforts on recycling outreach and promoting proper usage of the gray, blue and green carts. With new recycling regulations in effect, JP was tasked with educating customers on what can’t be recycled to avoid cart contamination.
A Work of Cart
Solid Waste Division Campaign
Challenge
Solution
We created a fun, interactive campaign that was driven by social media. The Instagram campaign used the hashtag #KeepFresnoClean to get the answers to frequently asked questions about where to toss common items.
We took the conversation happening on social media and brought it to life in TV and radio spots; monthly billing inserts; and digital and print ads. We also created a custom microsite to inform customers about where to dispose of popular items in the blue, gray and green carts.
Result
The campaign exceeded expectations with a total of 3,887,187 impressions. We received 1,217 likes and comments and 3,277 total clicks on social. The campaign was so successful we extended it a second year.