Role: Sr. Art Director
Keep America Beautiful is a non-profit organization that educates and informs people about the importance of recycling. At Rauxa I helped to pitch and win an evolution to KAB's existing "I Want to Be" campaign across social channels. Recycling centers differ from state to state so it was important that our team study the nuances of recycling to deliver accurate information. We put together a social content calendar as well as a campaign leading up to America Recycles Day.
The lead up to America Recycles Day
In a series of pledge videos we began our lead up to America Recycles Day by showing people how others were getting involved. We looked through hundreds of pledges to pick our favorites. Next, we created countdown videos with facts about common recycled objects and shot them floating in slow motion.
America Recycles Day - Something We Can All Agree On
After one of the most tumultuous presidential elections in the nations history, people were at odds. Recycling was probably the furthest thing from everyone's mind but on America Recycles Day it was one of the few things that everyone could agree on. We took to the streets asking people of all ages, gender, and color if they felt the same.
We created social posts under the "I Want to Be" and "I Want to Know" umbrellas to educate and inform users with facts about recycling.
We created 2 videos to remind people to recycle during the holidays.