City of Saskatoon Recycling

  • Campaigns
The City of Saskatoon is facing growing pressure on its landfill. With a deadline looming, the City needs to ramp up its citizens on waste diversion and recycling to delay significant capital expenditure.

In a province where space is abundant and recycling is a relatively new concept, it’s difficult for residents to understand why they need to change their behaviours to avoid future costs, let alone protect the environment. This complex issue required a multiple-pronged approach to help people understand the goals and benefits of recycling in the City.

The City of Saskatoon is facing growing pressure on its landfill. With a deadline looming, the city needs to ramp up its citizens on waste diversion and recycling to delay significant capital expenditure. Education was determined to be paramount in helping Saskatoon residents adapt to the new realities around waste reduction. Most important was helping them understand what can actually be recycled and how. It was difficult to allay fears about costs, inconvenience and the simple advent of something new. The strategy was to use clear, simple language and imagery to help residents pick ideas up quickly.

Research

The City of Saskatoon had done extensive research on public opinion and knowledge of the issues around waste reduction in the City. They provided access to data and costs related to the new landfill and its operations, in addition to that of the existing one. The challenge was significant. For instance, Saskatoon's waste diversion rate is currently 22% as compared to Greater Vancouver's at nearing 80%. Ion took this deeper by working with City staff using empathy maps and personas to identify and examine the emotional triggers and cultural parameters around existing behaviours. This was synthesized and reflected back to the City before developing the extensive strategy.

Strategy

Education was determined to be paramount in helping Saskatoon residents adapt to the new realities around waste reduction. Most important was helping them understand what can actually be recycled and how. It was difficult to allay fears about costs, inconvenience and the simple advent of something new. The strategy was to use clear, simple language and imagery to help residents pick ideas up quickly.

Ion used a simple colour palette that worked with the City’s brand. Wording was limited and to the point. Imagery played a really important role, showing residents the recyclable items with the repeating phase “100% recyclable” as the constant.

Want to Talk?

Benefit from our expertise – connect with us about your upcoming branding project.