Gigantic created a brand reflective of the diverse and vibrant culture of Oakland, featuring residents to showcase their pride in Oakland and their commitment to “Recycling Right.”

CHALLENGE

The City of Oakland’s recycling program, Oakland Recycles, had not conducted a public outreach campaign since 2005, despite a number of program changes. The City’s goal was to increase public awareness of its programs and to do so through new channels beyond traditional bill inserts.

SERVICES

  • Branding Workshop and Facilitation

  • Campaign Development

  • Brand Manual

  • Concept Development

  • Video Production and Distribution

  • Design

  • Photography

  • Writing

  • Social Media

  • Online Advertising

  • In-Person Outreach

APPROACH

Gigantic developed a multi-touch, mass media campaign built around the concept that “Oaklanders Recycle Right.” To promote a message of norming and peer persuasion, Gigantic photographed and featured local Oakland residents in all artwork for the campaign. Gigantic partnered with a video production company to develop a 30-second video spot, again featuring local Oakland residents, to promote the “Recycle Right” message.

RESULTS

Feedback from residents and the City has been overwhelmingly positive. In its first three months the recycling video received over 6,000 views on YouTube. The video also ran on more than 30 Comcast channels over 18 weeks, reaching 40% of all Oakland households. The BART ads received 16.8 million impressions over the 8-week run. A full-page advertorial in the Oakland Tribune reached almost 50,000 readers.

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