Concept 1
Focuses on waste reduction’s impact on the supply chain
Concept 2
Presents waste-reduction as part of community life
— PROJECT NAME
Path to a Zero-Waste Future
— ROLE
Copywriting
Concept Ideation
Marketing Strategy
— DATE
05/2022
A village in New York’s Westchester County had persuaded residents to engage with its waste -reduction program, but reaching the village’s zero-waste goal would require a public awareness campaign.
As copywriter, I led the creative team in concept ideation, then developed and delivered the pitch. I collaborated with one of the agency’s graphic designers, Lindsey Lockwood, to develop two concepts based on client feedback. Both showed residents how following the waste-reduction tenets of “refuse, reduce, reuse, and recycle” can have a direct and positive impact on daily life.
The client chose the “Path to a Zero-Waste Future” concept, which was expanded into an integrated campaign spanning digital and traditional media. This included an experiential component featuring educational activities for parents and children.
The initiative kicked off at the Village’s paperless spring festival. Reusable pop-up banners with QR codes linked to the campaign landing page where a play teaching waste-reduction principles to families could be downloaded. The download included instructions for creating the play’s characters, setting, stage, and props all out of repurposed items.
Click the pop-up banner image below to read the play's script and view its corresponding instructions.
Event Pop-Up Banner
The campaign’s event marketing was made paperless by the inclusion of a QR code on reusable pop-up banners. The code linked to an informative landing page where an educational play could be downloaded.
Click the pop-up banner to view the play and its instructions.
Campaign Landing Page