A large part of our efforts include educating Manitobans on the importance of recycling the right stuff. In 2019, we launched our new Right Stuff campaign featuring our empty beverage container heroes. The launch included a series of television commercials featuring the juice box, aluminum can and plastic bottle – each character making the effort to return to the recycling bin and in doing so, avoiding the landfill. The out-of-home executions included digital super boards, transit shelter ads, grocery store ad bars and C-store posters. We complemented the campaign with social media sponsored ads, print ads and radio spots.
Due to the increase in beverage recycling contamination in Manitoba, we created a contest that targeted eight different post-secondary institutions. The goal was to educate students on accepted materials and items that can contaminate recycling bins. We launched an interactive landing page that included empty beverage containers and the most common contaminators. The Bin2Win game became an educational platform where contestants were challenged to recycle as many valuable containers as possible and avoid contamination.
The game was played 6,600 times and the grand prize winner received a $5,000 tuition credit at the post-secondary school they were enrolled at. Overall the campaign generated over 3.8 million impressions on social media throughout the duration of the contest, September 2 to December 7, 2019.
As another approach to educate Manitobans, we created an engaging way for students, event attendees and the general public to demonstrate what goes where. The game includes an oversized magnet board and magnets of contaminants and empty beverage containers. Participants had to place the right magnet in the right waste receptacle – trash or recycling bin.
Post cards, magnets and decals were created and used to help tell people which beverage containers are allowed in the recycling bins, and what type of items should be avoided so that good recyclables are not contaminated.