#dontfeedthelandfills
SOCIAL / DIGITAL / MOVEMENT / BEHAVIORAL CHANGE / CORPORATE RESPONSIBILITY
The parks needed to change behavior. Waste in national parks is an ongoing challenge where on average, nearly 70 million pounds is collected annually. Under the Subaru Zero Landfill Initiative we were asked to effect change at park level, starting at Denali, Grand Teton and Yosemite National Parks.
RESULTS:
Since the launch of #dontfeedthelandfills, the 3 parks have kept more than 16 MILLION POUNDS of waste out of landfills.
Last year alone, pilot parks cut their landfill waste by nearly 50%
Improved visitor participation has helped increase recycling by 27%
WRITER: Ryan Peck
Don’t feed the landfills logo
Each park needed an individual mark. Each logo had to showcase the DON’T FEED THE LANDFILLS mission. Each logo had to make visitors aware of the zero land fill goal across the park system. We leaned into the timeless reminder of these special places with the beautiful WPA-style national park posters.
CREATIVE DIRECTION: Ryan Peck / Scott O’leary - DESIGNER: Andrew Wetzel
Amazon partnership - Shop environmentally
65% of the entire US population visits Amazon once per month to shop for products. What if we could affect change at purchase? We worked with Amazon and labeled products that would not end up in landfills. We did a Takeover page and let one of the pioneers of recycling explain that there is NO AWAY when it comes to garbage. This effort generated over $450,000 in sales of park-friendly items.
INSTAGRAM #dontfeedthelandfills
The ever growing social voice from corporations to individuals, from facts to images of beauty. This is the voice of those who want to stop feeding the earth our mess and make change.
dontfeedthelandfills - blog
We authored a blog on Tumblr where we would create, curate and educate visitors with content about not feeding the landfills.
TWITTER #dontfeedthelandfills
From creating art of out garbage to creating historic change our hashtag was part of the social movement.
Trash talking trash
We created this digital campaign and guerrilla posters to live on social media channels as well as in our National Parks. Park research informed us that visitors didn’t respond to be preached to on vacation. So we let the trash do the talking.
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Teddy Roosevelt the 5th.
This was an idea we never gave up on. We pursued and persuaded the great, great, grandson of Teddy Roosevelt to reflect on the historic importance of our National Parks and the urgency of protecting these crown jewels today. Literally walking in the footsteps of his grandfather, he reminded us how we all need to honor these places with humility and compassion.