Alberta Recycling & BCMB

KEEN partnered with Alberta Recycling and Beverage Container Management Board (BCMB) to create a campaign for Environment Week 2019. The goal of the campaign was to thank Albertans and empower them to continue their recycling efforts.

THE NEED

While Alberta Recycling and BCMB already knew that Albertans were fantastic at recycling, this year, they wanted to take it one step further to encourage Albertans to do even more.

WHAT WE DID

  • Research
  • Developed a new creative concept – RecyclABLE
  • Campaign development & execution
  • Custom illustrations for web and social
  • Website redesign including an interactive “Spot the RecyclABLE” web module
  • Copywriting
  • Curated Instagram grid
  • Organic and paid social media
  • Created an Environment Week Instagram contest

EMPOWER & EDUCATE

Recycling is an every day, year-round activity and we are so fortunate to be surrounded by fellow Albertans who care about recycling and do what they can to participate. However, we were able to identify that while Albertans are great recyclers, we could be recycling even more. Knowing this, we zeroed in on the biggest obstacles, identifying a need to further educate. This need to educate, inspired the creation of the RecyclABLE concept.

CUSTOM ILLUSTRATIONS, DESIGN & FONTS 

Recycling impacts us all and we wanted the campaign to speak to audiences both young and old. Our goal was to have the campaign support the ABLE messaging and design the graphics to be relatable, vibrant, simple and impactful. We selected a distinctive colour palette that is vibrant and has a scroll-stopping impact on social media. The chosen colour palette was divided into six basic colours that were used throughout the entire campaign for consistency, with a primary colour set to orange to act as the graphic foundation.

All of the visual elements of the campaign were clean, bold, and sharp to be reflective of how easy recycling can be, and the powerful impact that it can have on a community. Once the graphics went live, it was clear the design was captivating, increasing web traffic by 163% over 2018.

CREATING A SUSTAINABLE COMMUNITY

Alberta Recycling and BCMB wanted Albertans to not just feel empowered but to also take part in the conversation of recycling, this year follower growth jumped by 248%, which meant even more Albertans were talking. To facilitate this conversation, we created an Instagram contest that encouraged users to share what they had last recycled and in return, they were entered for a chance to win an environmentally friendly prize pack. The contest performed incredibly well and got Albertans excited to talk about their recycling habits. The contest received more than 280 entries (a 293% increase over last year!), with Albertans engaging from all across the province.

ALBERTA RECYCLING AND BCMB’S EXPERIENCE WITH KEEN

“The team at KEEN Creative was fantastic to work with! Their collaborative approach offered reassurance that all aspects of our project would be addressed strategically and creatively. The team was professional, organized, thorough and creative. Their attention to detail and the questions asked/work done to ensure they understood our project and needs was greatly appreciated and really refreshing. From their initial proposal to their final report, KEEN proved they cared about our project and its success, regardless of budget or size. Their client service and willingness to go beyond what was asked is second to none and we would not hesitate to work with them again.”

LEANNE STANGELAND
Communications Consultant/Project Manager
Beverage Container Management Board & Alberta Recycling