A slightly nerdy but enthusiastic character is tailor-made for helping tech-savvy Palo Alto residents to compost food scraps.
The City of Palo Alto’s research showed that residents were not putting meat, bones or soiled paper into green carts, because they weren’t aware they could do so.
- Concept Development
- Video Production
- Script Writing
- Online Ads
APPROACHTo help spread the word and catch attention, our team created Zak Zero, Zero Waste Guy as the food scrap program’s new spokesperson. Real Palo Alto residents complete the cast. Bill inserts, cart tags, truck signs, digital ads and brochures help get the message out. A Community-Based Social Marketing pilot study also was conducted, testing door-to-door outreach and cart tags.
The video spot ran on Comcast for four weeks, and was promoted on Facebook and YouTube, with over 4,000 views. Post campaign lid-flip inspections saw an increase of participation in the program of up to 25% in the different pilot groups.Pilot study results have informed the next phase of outreach, to include only door-to-door visits.