Think a recycling campaign has to feature the ubiquitous chasing arrows and a laundry list of reasons why recycling is so great? Well, state of Georgia officials didn’t think so.
To catch the attention of a very hard to reach demographic, the busy 25-34 year set, officials are using a form of “reverse psychology” and humor to call attention to the ridiculous excuses people give for why they don’t recycle. And by doing so, demonstrate that really there is no good excuse.
Here is a link to a press release the state sent out earlier this month announcing their campaign. Cool, huh? (Full discloser: Georgia is a CVP partner so we are a bit biased!)
The campaign features four non-recycling characters, Tommy, Maria, Ronald and Justin each with their own outlandish excuse for not recycling. For instance, Tommy proclaims on his Web page and on his billboard, that “we’ll find another planet for our kids to live on” when all the natural resources are used up on this one.
The Web site created for the campaign, www.YouGottaBeKidding.org, also features a Flickr gallery where residents and communities can post pictures of a “Flat Tommy” (life-size cut-out of Tommy) that has been a big hit around the state at events, etc. – and a Facebook Cause. The Web site also features a blog where each character comments and says more outlandish things. And of course, the site also has a section dedicated to WHY Georgians should recycle.
We know there are a few reverse psychology campaigns out there (the “Don’t Vote” campaign for instance—check it out here: www.ThingsAreFine.org) but have you heard of others? Do you think they work? Have you tried one yourself? Comment below!
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