City of Saskatoon Holiday Recycling Campaign

  • Campaigns
The holiday season is one of the most wasteful times of the year. Product packaging, gift wrap, store flyers, decorations, and food waste are in abundance. It’s also one of the busiest times of the year with parties, dinners, Christmas concerts, shopping, baking, and other activities.

Reduction and diversion is a high priority for the City of Saskatoon and they wanted to cut through the noise of the holiday season to communicate effectively with residents. Ensuring they were informed and educated during this hectic (ahem…festive) time of year.

The holiday season is one of the most wasteful times of the year. Product packaging, gift wrap, store flyers, decorations, and food waste are in abundance. It’s also one of the busiest times of the year with parties, dinners, Christmas concerts, shopping, baking, and other activities – not to mention people are being inundated with mass advertising.

Research

Our research was initiated by our client’s request to raise awareness, inform residents, and influence behaviour change. We wanted to be considerate of different cultures and beliefs during the holiday season, while still anchoring this campaign to familiar holiday imagery. It was important that this campaign didn’t leave viewers feeling guilty, but instead serve as a friendly reminder to recycle better this year. After a small rhyming workshop, we derived our tagline in which the entire campaign would be built upon.

Recycle Better in your Ugly Sweater poster alternates.

Strategy

Our approach was to create a fun, engaging campaign utilizing the lovable ugly sweater associated with the season. Core messages were “stitched” into the memorable sweaters, eliminating the need to reiterate the campaign slogan on each application. This made the campaign clean and fun while still getting the point across. Applications included outdoor, captive media (washrooms), digital boards in malls, social media including a Christmas carol jingle, bus wrap and collateral including an ugly sweater sweatshirt and shopping bags, We also developed an informative brochure printed on newsprint with a wrapping paper "B side" for people to reuse. These were handed out on the wrapped "Jingle Bus", a free service for shoppers, by volunteers.

Results

Folks in Saskatoon loved this campaign and it generated a lot of interest. Online engagement was well recieved through Instagram and Facebook posts. Citizens were ready to comment, share, and tag their friends which was great to see. We have limited analytics to date, but our client shared that the City has received an overwhelming amount of requests for ugly sweater sweat shirts since launch on December 9th.

Facebook Posts for the RBUS campaign where engagement metrics peaked 600 unique interactions

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