Inspiring a Community to Improve Recycling

RamseyRecycles tells the story of how the Ramsey County, Minnesota community works together to reduce waste and increase household recycling. The campaign exists to activate, educate and inspire the community to meet recycling goals.


RamseyRecycles aims to inform the community about household recycling programs, educate the community about reasons to recycle, and promote the development of recycling habits. They needed a brand to reflect a non-centralized, grassroots coalition of community members passionate about recycling.


After nearly five years, a refreshed brand reflecting the optimistic, friendly personality of the program was needed to effectively provide helpful, educational information and resources to members of the community in order to reduce waste and increase recycling in Ramsey County.


A multi-faceted, highly targeted campaign including out-of-home, influencer marketing, digital, social, and traditional media provided a large framework for educational and promotional messages to reach Ramsey County residents. The campaign is driving engagement and increasing education throughout the county as it begins rolling out in Spring/Summer 2020. The campaign is responsible for successfully communicating COVID-19 process and service changes. Service utilization has not decreased, and in some areas has increased despite unique challenges created by the pandemic.