Wednesday, October 28, 2015

Turn Them In: A Successful Campaign

Edmonton's Kennedale Eco Station opened in the northeast of the city on March 31, 2015. With this addition, there is now one Eco Station in each quadrant of Edmonton. Visit to find one in your area.

The opening provided a great opportunity to remind Edmontonians of what items to take to the Eco Stations and how to use them. We launched the Turn Them In campaign, which focused on the disposal of household hazardous waste. The campaign reminded residents that items like cleaning chemicals, batteries, motor oil, light bulbs, and paint should never go in the garbage, and that they are FREE to drop off at the Eco Stations.

In partnership with Global TV, the City of Edmonton challenged Edmontonians to reach 30,000 Eco Stations visits in 30 days. The challenge was a success, with 30,447 visits between April 11 and May 12! The new Kennedale site claimed a whopping 7,699 of those visits.

"Turn Them In" combined internet and television ads to get the word out, including this ad, which aired on several networks, such as Global, CityTV, and OMNI (plus some US channels through Shaw).

"Turn Them In: Hidden Horrors" won a Telly award for excellence in commercial videos and online content.

Our favourite new mascot, Battery Newman, also received a Telly Award for online content.

CityTV also produced a mini documentary about Eco Stations, called Eco City. It features interviews with several employees of Waste Management Services, who clear up some mysteries about what to take to an Eco Station and what happens once you Turn It In.

Overall, visits to Eco Stations increased by 20 per cent (compared to April and May, 2014). On a city-wide scale, that translates into a huge amount of waste diverted from the landfill.

Way to go, Edmonton!

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