To encourage participation in the City’s first long term plan to reduce waste, the campaign needed to stand out from common uses of ‘green’ branding while representing the idea of zero waste in a fresh and engaging way. New sorting stations were installed across the city and icons were created for each bin, tiled in the same bold colour palette used to wrap the City’s new recycling trucks. The use of the recycling trucks to promote the program meant mobile advertising, high visibility, and brand recognition across the city. Drivers distributed information cards to help community members learn about the program, and a report was designed to further educate, inform and inspire. Zero Waste stations have successfully diverted 750 kg of recyclables and organics each month. The concepts and designs are being adopted by other jurisdictions, and the campaign has helped Victoria gain recognition across Canada as leaders in waste reduction.

CREDITS:

GRAPHIC DESIGNER: CATHY MATUSICKY

PROJECT LEADS/CONTRIBUTORS: RORY TOOKE, RHIANNON MOORE

PHOTOGRAPHERS: DEREK FORD, KELLIE HART