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Keep America Beautiful (KAB) and the Ad Council revealed that the City of Austin, Texas is the first city to partner in the “I Want To Be Recycled” multimedia public service advertising campaign.

The “I Want To Be Recycled” campaign aims to motivate Americans to recycle every day. Created by San Francisco-based ad agency Pereira & O’Dell, the bilingual multimedia campaign illustrates that recyclable materials can be given another life when someone chooses to recycle.

Americans recycle an average of 1.5 lbs. out of the 4.4 lbs. of trash they produce daily, which totals more than 250 million tons of trash a year. National recycling rates continue to hover at 34.5 percent, according to the Environmental Protection Agency.

The City of Austin has a goal to keep 50 percent of trash out of landfills by December 2015. City residents can make progress toward this goal by recycling 5 lbs. more each month.

To spur Austin residents into action, the City of Austin and Austin Resource Recovery partnered with KAB and the Ad Council to localize the national campaign by using television, radio, outdoor, online, social and mobile advertising across the city. In addition, the city will distribute the campaign’s educational materials to schools and other civic organizations to increase awareness about the benefits of recycling.

The City of Austin and Austin Resource Recovery are working closely with Keep Austin Beautiful, the community-based affiliate of KAB, to educate and motivate Austin residents to give their garbage another life by recycling.

On average, City of Austin residential customers recycle 46 lbs. monthly. Mayor Leffingwell and Austin Resource Recovery challenged Austinites to increase recycling by 5 lbs. each month to help reach the City’s 50 percent goal by 2015.

The City of Austin is localizing the campaign with the city’s branding, and the English and Spanish language cam-    paign will direct audiences to austinrecy cles.com. Here, Austinites can find tips and schedules for residential recycling and learn more about the recycling challenge. Users can also follow the national campaign at iwanttoberecycled.org or on Facebook, Twitter, YouTube and Tumblr to share their own stories and receive inspirational and educational content about recycling.

National sponsors of the “I Want To Be Recycled” campaign include Alcoa Foundation, American Chemistry Council, Anheuser-Busch, City of Austin, Institute of Scrap Recycling Industries, Nestlé Waters North America, Niagara Bottling, Unilever and Waste Management.

The “I Want To Be Recycled” campaign was launched by KAB and Ad Council in July 2013 with a series of television, radio, outdoor and digital PSAs. The Ad Council and KAB first partnered more than four decades ago in 1971, creating Iron Eyes Cody, “The Crying Indian,” campaign. Launched on Earth Day in 1971, the ad emphasized the personal responsibility each American has to help protect the environment.

Published in the July 2014 Edition of American Recycler News