OCRRA

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OCRRA is a non-profit organization focused on promoting recycling in Onondaga County.

Challenge: Although OCRRA, as an agency, generally has a positive reputation in the area and has had a successful advertising campaign in the past; they were struggling with their overall image and the results they were getting from their marketing, or lack thereof.

OCRRA only had an internal point of view of their efforts and desperately needed to understand their audience and what would make them react in the way intended.

Idea: Bottom line - OCRRA needed to motivate people to recycle more! Specifically recycle more paper like junk mail, magazines, newspaper and catalogues.

After several months of intensive research, including focus groups, interviews and a countywide phone survey ABC developed a plan of attack. They realized that "Blue Bin" was really an everyday phrase, unique to Onondaga County that many people associated with their recycling bin. The tagline and logo, "BlueBinIt" was born.

ABC came up with a way to show the community what to recycle in a creative and eye-catching way with stark imagery and unique copy. ABC's unique campaign started to breathe new life into the tired recycling message.

Results: Not only did ABC Creative Group create a campaign that educated the public about recycling and increased awareness through print ads, radio commercials, transit and billboards but also created a catch phrase "BlueBinIt" that has quickly become a part of the local vernacular.

OCRRA has seen an increase of recycling awareness throughout Onondaga County in several different target demographic groups. There has been an increase in residential blue bin drop-offs and individual Business Recycling programs.

The "BlueBinIt" phrase and logo has been inescapable for the last several months and has also won ABC Creative Group and OCRRA a handful of ADDY Awards, a national creative awards competition.