Keep America Beautiful, “In Huntington Park Recycling is Natural”

A partnership between the Keep America Beautiful, the City of Huntington Park and Waste Management resulted in a multi-pronged, bilingual community education campaign to raise awareness about the importance of recycling at home among the city’s predominantly Hispanic residents. Guided by findings from focus groups that explored messaging and identified barriers and motivators to recycling, the 6-month campaign comprised a launch event with city officials, media relations, direct mail, a dedicated website, advertising, a pledge contest for residents and a poster contest for elementary school students. The campaign, which ran for only six months, generated hundreds of Pledge Contest and Poster contest entries. City officials embraced the “In Huntington Park Recycling is Natural” campaign, issuing a Proclamation to encourage businesses, schools and residents to recycle and featuring it in its application for the prestigious All America City award, securing a spot as a finalist in 2011. More importantly, recycling at curbside increased by 11.1% during the campaign’s cycle and residue (contamination in recycling bins) decreased by 5.6%. In the following months, there was a 1.4% increase in recycling but a 189.4% decrease in residue.