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A Dream Diverted

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

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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...

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David Bodamer is the Executive Director, Content User & Engagement for Waste360.com and NREIonline.com.     
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