Dive Brief:
- Two new PSAs in the longstanding Keep America Beautiful campaign focus on recycling bathroom bottles.
- The spots are in reaction to research that indicates 45% of Americans don't recycle their bathroom products.
- The two PSAs are part a larger "I Want To Be Recycled" campaign.
Dive Insight:
Sometimes, the best way to change behavior is to educate people, and that seems to be the purpose of these two PSAs. The two spots, each 30 seconds, focus on the concept that plastic bottles "dream," in a sense, of being recycled.
The overall recycling campaign is popular with media outlets: Adweek reports the campaign has received almost $68 million in donated media space and airtime.
Here's the second PSA:
