In 2014, the City of Seattle passed a law prohibiting food waste in the garbage. The goal? Converting 60% of all city waste to recyclables. To that end, Seattle Public Utilities (SPU) set out to educate residents and businesses about the law and fines that would take effect in 2016.
As a public utility, SPU had many different groups it needed to reach: residents in single family and multifamily dwellings, commercial businesses and restaurants. These included many diverse communities and non-English speakers. SPU was doing a good job reaching these audiences, but lacked a larger, unifying message that cut across audiences and united all communications efforts under one creative banner.