In a campaign spanning outdoor, social, display and web, we increased awareness of recycling and composting by 24% in San Francisco—capturing the attention of residents as well as local and national press.
San Francisco—the most environmentally conscious city in the country, right? Turns out, when it comes to recycling and composting, there’s room for improvement. Especially among transplants—25% of all residents.
How do you change human behavior? Nagging doesn’t work. So we relied on insights about motivation. Turns out, peer pressure works. #SFThingToDo was born.
Launched on outdoor boards across the City, we struck a chord—and motivated behavior—by leveraging local charm and idiosyncrasies: steep hills, dating apps, and the interminable wait for coffee.
The campaign was so successful, SFE brought us back the following year for another effort, targeting food-obsessed Millennials.
Those disposable coffee cups are a real problem, creating enormous landfill issues. We wanted to remind commuters with a pop-up activation that would stop people in their tracks—literally.
To walk the walk, the entire booth was created from old boxes, screen printed with facts and headlines about the issue at large. (We used low-VOC paint)
We rewarded commuters with free coffee for doing the right thing (bringing a reusable mug). By posting something on social media about our issue, others were rewarded with a reusable travelers mug.
This was an enormously successful activation, leading to thousands of impressions and posts.
Two minute video case study.