Corporate Social Responsibility for Environmental Communications Winner: PR News

Turning Garbage Into Gold – California law requires that 50 percent of garbage be recycled. San Francisco was falling behind the requirements of the law in 2001. Norcal Waste Systems developed a three-color cart system, then turned to Singer Associates to get San Franciscans on board. The agency did heavy research beforehand to get feedback from citizens, and the team pushed a message emphasizing the ease of “1-2-3” recycling. The result: Recycling shot up 25 percent.