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34andMORE Buffalo Recycles Kicks Into High Gear
Simple messages in print and on billboards and bus shelters coincide with launch of a new website and social media campaign designed to help Buffalo double its recycling rate
August 17, 2015 –Mayor Byron W. Brown and a number of community members today launched the next phase of the ‘34andMore Buffalo Recycles’ initiative. This phase includes a citywide outdoor public awareness campaign composed of simple messages in print, on billboards and bus shelters in well-trafficked neighborhoods. At the same time, a new recycling website and social media campaign made its debut.
“The ‘34andMore Buffalo Recycles’ initiative kicks into high gear and plays a very important role in encouraging and educating city residents about the importance of recycling,” said Mayor Brown. "We are saturating the city with fun and fresh information on how residents can participate in the city’s comprehensive recycling programs. I thank you, in advance, for your support.”
Mayor Brown unveiled the campaign strategy on Earth Day, 2015 and today officially launched the city’s first ever outdoor advertising campaign aimed at encouraging city residents and visitors to keep recycling. This campaign, funded by a Recycling Education Grant given to the city as part of its contract with Republic Services, is part of a comprehensive recycling marketing plan put together by Block Club, Inc. It’s designed to help the City of Buffalo increase its recycling rate beyond the national recycling rate of 34%.
As part of this next phase of the campaign, colorful posters with simple messages have been placed on billboards, bus shelters and in publications. Through a series of simple illustrations and basic 7-to-9 word messaging, the 34andMore campaign informs the public of small decisions they can make every day to support recycling in Buffalo, along with the city’s wide range of recycling programs. The series of messages are engaging and informative. Featured slogans include:
At the same time, a new recycling website makes its debut (www.buffalorecycles.org), along with a social media campaign that asks the question “Can I recycle this?”
At today’s event, Mayor Brown stressed once again the following five points:
The 34andMore campaign complements Mayor Brown’s comprehensive recycling program, which includes:
Mayor Brown introduced a new recycling program in Buffalo in 2012. Since then, residential recycling rates have increased by over 81%, helping Buffalo achieve its highest recycling rate ever – nearly 23%. To further bolster rates, Mayor Brown issued a request for proposals in 2014, challenging the marketing community to create a public awareness recycling campaign, which is now underway.
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Photos by Angel Art LTP, compliments of the Greater Buffalo Convention and Visitors Bureau. Additional photos by Adrian Roselli, compliments of Algonquin Studios