The Heap

A Dream Diverted


Keep America Beautiful launches a new recycling campaign -- from the recyclables' point of view.

Anthropomorphism is a proven technique when it comes to educating or browbeating the public. Who doesn't think of an admonishing Smokey the Bear when thoroughly extinguisihing a campfire, or of a singing animated bill when pondering the finer points of the legislative process? So why not a plastic bottle that dreams of a redemptive fate?

Keep America Beautiful and the Ad Council oblige with a surprisingly moving depection of one little plastic bottle's journey from mislaid trash to (spoiler alert) resurrection as a comfy bench with an ocean view. It's part of pro-bono ad campaign titled "I Want to Be Recycled.” It's a compelling ad, but it would be even cooler if it showed its journey through a MRF and actual recycling, but seeing the cute little bottle tossed about, pelletized, melted and extruded probably wouldn't fit with the heartstring-tugging tenor of the piece.

EDIT: Turns out there IS a sort of making-of video associated with the campaign that shows the exact recycling process described above. Good for them.

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What's The Heap?

The Heap is a blog featuring waste industry news and analysis written by the staff of Waste360 and guest commentators.


Allan Gerlat

Allan Gerlat joined the Waste360 staff in September 2011 as news editor. He was the editor of Waste & Recycling News for the first 16 years of its history, and under his guidance the...

David Bodamer

David Bodamer is the Executive Director, Content User & Engagement for and     
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