J&J begins Tumblr-based bathroom recycling effort

Johnson & Johnson has launched a recycling-awareness campaign exclusively on Tumblr after it found many consumers do not recycle bathroom products.

SKILLMAN, NJ: Johnson & Johnson has launched a recycling-awareness campaign exclusively on Tumblr after it found many consumers do not recycle bathroom products.  

The company conducted a survey that revealed seven in 10 Americans say they always or almost always recycle, yet only one in five consistently recycles bathroom products. Many respondents added that they did not realize most commonly used bathroom products could be recycled.

The Care to Recycle campaign, launched last Thursday, is emphasizing that taking these steps is critical with 9 billion people expected to be alive by 2050 and natural resources being consumed faster than they can be replenished, said Paulette Frank, VP of sustainability at J&J.

“Because most products are used or stored [in the bathroom], there was a good chance they wouldn't be recycled after use,” she said, about why J&J took on the cause. “There are things ending up in landfills that don't have to be.”

If consumers heeded the suggestions of the outreach effort, there could be 552 million fewer shampoo bottles in landfills each year, according to the company.

The campaign's Tumblr page contains a short video, which site visitors are encouraged to share. It also includes tips and resources to better recycle bathroom products. All J&J brands are posting recycling-themed messages and videos to their Facebook pages to spread the word.

RF|Binder is supporting the Tumblr page and is conducting outreach targeting traditional media, lifestyle press, and environmental outlets, as well mom bloggers, said Laura Giannatempo, senior MD at the firm.

Relaying the data collected by J&J has been the most effective message point when pitching, she said.

“It's really something that resonates that there is this room that often gets overlooked when it comes to recycling,” Giannatempo added.

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