The Boston Recycling Initiative is an integrated social marketing communications program. Through synthesis of an advertising campaign, a recycling bin campaign, and a public relations media campaign, the Initiative seeks to make simple recycling practices accessible to the community as a community.
To make something accessible is to make it convenient, attractive, and familiar: with a climate of accessibility provided, people are more willing to accept what they are being offered. The recycling ads will be placed throughout public transportation terminals in the city. To supplement the ads' message, the Initiative will introduce a complementary recycling bin campaign at ad sites. With both campaigns in place, the Initiative will launch the media component throughout local news mediums, which designates one week as the Boston Recycling Challenge.
