How “Know It Before You Throw It” Transformed Michigan’s Recycling
Michigan’s 1976 bottle deposit law achieved landmark success but created a dangerous illusion.
While bottles returned at record rates, infrastructure and recycling of all other materials collapsed.
Michigan ranked last among Great Lakes states at just 14.25% recycling, hemorrhaging $435 million in recoverable materials annually.
Michiganders valued recycling, but, that didn’t mean they knew the rules. Limited recyclers stuck to returning cans and bottles only. Frequent recyclers were overconfident, leading to contamination.
— tossing questionable items into bins and hoping someone else would sort them. At the same time, China’s National Sword policy increased dialogue and skepticism that recyclables are actually being recycled.
In 2019, EGLE made a bold decision:
treat recycling like a complex behavior challenge rather than a PSA.
they applied marketing rigor to environmental change — memorable creative, precise targeting, sustained exposure and metrics tied to real outcomes.
— six characters who transformed Michigan’s recycling crisis into their superpower.
Each raccoon mastered specific materials to tackle misinformation with stories that engaged.
The Squad became local celebrities. Parents requested raccoons at birthday parties. Stadium crowds stopped mid-game to learn from Frank. Entertainment became education.
Michiganders report better recycling habits
recycled annually
Michigan’s recycling rates climbed to
industry supported
The campaign earned national recognition and four consecutive years of record-high recycling rates.
Michigan’s success follows four proven pillars:
The five-phase roadmap works anywhere:
Güd Marketing’s proven framework transforms environmental challenges into measurable success stories. From consultation through full campaign development and team training, we turn crises into community victories.
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