BECAUSE YOU DID

"Because You Did" lifts the rose-coloured goggles on recycling, showing Ontarians recycling isn’t about saving the planet one day. It’s about making an impact today.

To make it even more impactful, we made recycling personal and celebrated them as everyday heroes, because when the government recycles, it’s just statistics. When John, Andrew, or Taylor recycles, it’s the difference.

Client Remarks: “Most people struggle to make ads feel relatable and personal to each individual.
The fact that you guys did, it’s literally a perfect campaign.
If I see my name on an ad, I’m sold.” - Matthew May, Creative director at ChangeMakers.

Real IMC Pitch brief
Agency: Changemakers
Client: Circular Materials
My role: Copywriter

OOH

GUERRILLA

We mailed Ontarians “Impact Bills” fake invoices showing how their small recycling efforts at home can make a real difference for someone else
and awarded them "Because You Did" badges, celebrating small acts as heroic victories.

OUT OF THE BOX

We took "Because You Did" to another level by using geo-targeted moving ads, taking personalization even further,
from celebrating individuals to celebrating entire neighborhoods.

SOCIAL MEDIA

By partnering up with producers of circular material like Coca cola, Costco and more, we ran A social media ,
“Because I did” challenge that celebrates everyday recycling efforts by spotlighting individuals each week.
Every participant passes the challenge forward by nominating two others, creating a ripple effect.