The Challenge
Starting in 2018, Michigan committed to reclaiming its role as a national leader in recycling by funding a robust, statewide recycling education campaign to meet its ambitious goal of doubling the state’s recycling rate by 2029.
Our Solution
Based on research showing that residents value and support recycling, but didn’t always understand the current rules and best practices, Güd Marketing developed the “Know It Before You Throw It” campaign. The effort features the Recycling Raccoon Squad — a six-member team of recycling experts, each with a unique personality reflecting their individual recycling focus — to teach Michiganders how to recycle correctly. This fresh and humorous education campaign is reviving Michigan’s passion for recycling and educating residents on what and how to do better.
Measurable Results
Michiganders report better recycling habits after seeing the campaign
Increase in knowledge that recyclables shouldn’t be bagged
Increase in Michiganders recognizing that pizza boxes with a little grease are recyclable
News media impressions
In negotiated add-ons for free advertising
Value in earned media coverage
good