Social Marketing: As part of its waste reduction planning, a regional district had spent a great deal of time and energy developing a comprehensive recycling program. However, the business community, who were creating a significant amount of the waste, were not using the service.

Using research, QUAY was then able to build an internal campaign that addressed the top reasons that the program was not being used. The campaign included a multidisciplinary approach involving branding, direct mail, advertising, collateral, strategic partnerships and media relations. The strategy was implemented over five years and each component was evaluated at the end of each year to ensure that the strategy was on track. By the end of the fifth year, the organization had achieved its goal of reducing business waste by 50% and surveys revealed that a value shift on the issue of recycling had been achieved.