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The Onondaga County Resource Recovery Agency (OCRRA) needed to get people excited about recycling. OCRRA wanted a brand and a strong call to action to encourage recycling and educate the public about what’s recyclable.

Three words: Blue. Bin. It. Actually one word (BlueBinit) because ABC actually made it up to reference the immediately recognizable blue bins OCRRA distributed to every household in Onondaga County, which includes Syracuse.

That catchy tagline inspired a multimedia, multilingual campaign that was both light and heady while conveying a strong message.