Project: Zero Waste Marin Reduction Campaign
Client: Marin Hazardous Waste and Solid Waste Joint Powers Authority
Tracy and her team worked with the Marin Hazardous Waste and Solid Waste Joint Powers Authority from 2013-2018 on campaigns to encourage Marin County residents to reduce waste in their homes and communities. After conducting 32 stakeholder interviews, Tracy developed the 2013-2015 “Leftovers get new life in Marin” campaign to focus on food scrap composting. Always mindful of limited campaign budgets, Tracy convinced the San Francisco Department of the Environment to provide an existing television spot for free – and hits to the zerowastemarin.org website increased significantly.
In 2015-16, Tracy’s team rebuilt the website to feature improved navigation and a redesigned Recycling, Disposal and Reuse Guide. The site was built using responsive design to be easily accessible on all types of devices.
In 2017 Tracy tackled a new campaign focused on helping residents make better pre- purchase Decisions. The “Shop Smart. Waste Less.” campaign illustrated the difference between a smart choice, such as a reusable travel mug, with a more wasteful choice, such as a single-use paper coffee cup. The campaign included a mix of transit, outdoor and in-store advertising, along with shopping card ads and local print, targeted digital and local cable TV ads.