Onondaga County Resource Recovery Agency (OCRRA) wanted to remind people to recycle. After being chosen from amongst several other agencies in town, we jumped at the chance to develop some award-winning creative. We started with extensive research both internally, within the office and externally, including focus groups and phone surveys. We then digested that research and embarked upon our concept development process. We came to the seemingly simple conclusion that what many thought of as just a simple container for recyclable materials was actually a brand name in Onondaga County. Everyone referred to their recycling container, a blue plastic box, as their “Blue Bin.” Epiphany! By utilizing what was already a catchy yet familiar term, we developed a tagline and jingle to remind people where to put their recycling: “Blue Bin It!” This tagline was carried into print, outdoor, transit, interactive online and much more and soon blossomed into a beloved catchphrase within the community. This campaign also educated the public on what to recycle, expanding upon their preconceived recycling knowledge. This campaign lassoed in several local and national awards for ABC.