The City of Chattanooga has provided curbside collection of recyclable materials since 1994 and has worked jointly with Orange Grove Recycle Center in the processing and selling of these materials. In July 2006, a recycling committee was charged to research and evaluate curbside recycling and to propose alternative means of meeting Chattanooga's recycling needs. Major findings of this group were that participation was low and many people were not recycling correctly. The City Council approved a recycling plan in October 2006 for once-a-month curbside pickup, four new convenience centers and funding for an education campaign.

Beginning January 2007, Waterhouse Public Relations was hired by the City of Chattanooga to develop and run an aggressive education program.

Objectives

1. Develop and brand an education program that would increase awareness of recycling
2. Educate the community on the importance of recycling and how to recycle the right way
3. Raise awareness about curbside recycling collection, convenience centers, locations and capabilities

Strategies

Waterhouse PR needed a creative way to instill a recycling culture in Chattanooga and educate citizens in a memorable way. The team of strategists developed the Recycle Right campaign and mascot for the campaign, Rocky the Recycling Raccoon. After developing an informative and educational Web site (www.recycleright.org), which includes easy-to-understand information about recycling in Chattanooga, Waterhouse PR began soliciting volunteers to serve as Team Recycle. Waterhouse PR coordinated speaking engagements for Team Recycle and Rocky with community groups, neighborhood associations, schools and at area events. Waterhouse PR coordinated 52 presentations and special event attendances for Team Recycle and Rocky in 2007 alone, and weekly speaking engagements and appearances continue today. At each event, curbside collection schedules and a list of convenience center locations and hours are distributed. To increase visibility and awareness, Waterhouse PR developed partnerships with area businesses, civic and community leaders, neighborhood associations and the media to assist in promoting Recycle Right. Collateral materials were distributed at area events and recycling-oriented giveaways were used as incentives at convenience centers and events in Chattanooga. Waterhouse PR continues to handle all elements of the Recycle Right campaign.

Result Highlights

Statistics show that recyclable materials brought to the convenience centers increased over 62 percent during 2007. Clean recyclable curbside collection tonnage increased from 2,300 tons in 2006 to 3,081 tons in 2007. Monthly curbside collection coupled with convenience center usage has resulted in a 34 percent increase in the amount of clean recyclable materials collected. Media attention garnered for Recycle Right by Waterhouse PR included 105 feature stories in 2007 and a multitude of interviews on local television and radio stations in Chattanooga. Participation in curbside recycling and at convenience centers continues to grow steadily each month since the beginning of the Recycle Right education campaign.