The campaign includes radio PSAs, a Web site, www.YouGottaBeKidding.org, social media outreach on Facebook, and advertising. DCA has been working with Hill & Knowlton on the campaign since July 2008. Among the preparations that the firm has been working on pre-launch is research with the DCA, which found that 45% of Georgians do not regularly recycle.
The campaign features characters that don't recycle, using some of their excuses and misperceptions (the campaign's first response to these assertions is “You gotta be kidding!”) as starting points for a dialogue about why they should recycle.
“The challenge was [getting] people engaged in recycling,” said Randy Hartmann, director of the Office of Environmental Management with the DCA. “We have this strong market for recyclables and no one knew it.”
Recycling is a multi-billion dollar industry in Georgia, with materials going to paper mills and other businesses around the state from all over the country. If the state can add the recyclable materials that are thrown in the trash, it could mean statewide savings, added Hartmann.
The campaign is targeting a 25-to-34-year old demographic, a group that pre-launch research found can be easily motivated to recycle.
This is a multi-year campaign with high goals, according to Hartmann.
“The ultimate goal is to get every single recyclable out of Georgia's landfills,” he said. “We can revamp the campaign, revamp characters, and respond to Georgians as they interact with the campaign.”