What if blue bags could restore trust in recycling?

Despite broad access to curbside blue bag programs across Newfoundland and Labrador, confusion and skepticism around recycling remained. Research revealed persistent misunderstandings about what belongs in blue bags—and doubts that recyclables were even being properly processed. MMSB needed a campaign that educated, rebuilt trust, and drove measurable increases in program participation and recycling accuracy.

We built the Recycle @ Home campaign around three pillars: education, transparency, and community empowerment. Using relatable, trusted voices like Mary Walsh’s iconic Marg Delahunty character, we created storytelling moments clearly and compellingly explaining the recycling journey. We supported this with a multi-channel rollout including video, radio, social shareables, print, and digital, all pointing users to a newly-developed resource hub.

The campaign blended humour, honesty, and practical information. A hero video walked residents through the full recycling journey—from curb to processing—to show that their efforts truly made a difference. Bite-sized videos tackled common questions and misconceptions. Meanwhile, shareable social content, radio spots, and print ads reinforced consistent messaging province-wide. An advisory committee of regional waste authorities tailored the approach to local needs and amplified reach through community channels.

A province talking, sharing, and recycling better. Strong engagement metrics, high view rates, and community buy-in showed that when people understand the story behind recycling, they’re more willing to be part of it.