Seattle Public Utilities eCycle

The Challenge

In January 2024, Seattle implemented a ban on disposing E-Cycle covered electronic products and batteries in the waste stream – most importantly TVs are now banned from disposal. This is the first official ban, SPU needed to remind residents of their e-cycle program and pick up through trash collection. 

The Strategy

Our integrated team got to work understanding what we were up against, and what residents understood about the current program and the ban. Our strategy aimed to not shame residents, but invite them in on the progress the city was making and have a little laugh in the process. We knew the alternative was dumping or piling up old TV’s in garages. The campaign “There’s already enough trash on TV” delivered an integrated digital campaign in multiple languages and content types. 

The Results

Our campaign delivered engagement consistently above benchmarks, and has been revised for a second year. Google Search ads held a click-through-rate 523% above benchmark and all the Social ads delivered engagement/CTR within or over their respective benchmark averages.