"Time to Recycle"

Regional Recycling Campaign (2000)




The Problem

The Environmental Protection Agency (EPA) cites that Americans throw away about 28 billion bottles and jars every year. The Container Recycling Institute (CRI) estimates that the 36 billion aluminum cans landfilled last year had a scrap value of more than $600 million. Over the past twenty years we've scrapped aluminum cans worth over $12 billion on today's market. Some day we may be mining our landfills for resources we've buried (EPA).

How can we prevent this from happening? By recycling!

The Solution

This is the message the North Central Texas Council of Governments (NCTCOG) and their 16 county associate governments wanted to convey with their regional recycling campaign. The aim was to craft a message that made people aware that recyclables are a renewable resource and thus encourage a change in perception that would lead to an increase in recycling region wide.


The Campaign

In cooperation with and through funding from the Texas Commission on Environmental Quality, the NCTCOG and their 16 associate governments created billboards featuring recyclables, an item they could be turned into, and a short rhyme conveying the message (such as "cans to pans" in the billboard sample pictured above). The images were circulated in PSAs along with a voice over message throughout movie theatres in the North Central Texas region.

Why Recycle?

Recycling possesses many benefits some of which include*:

  • Reducing the amount of waste sent to landfills and incinerators
  • Conserving natural resources such as timber, water, and minerals
  • Preventing pollution by reducing the need to collect new raw materials
  • Saving energy
  • Reducing greenhouse gas emissions that contribute to global climate change
  • Helping sustain the environment for future generations
  • Creating new well-paying jobs in the recycling and manufacturing industries in the United States

* EPA