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Keep America Beautiful: Landmark PSA Campaign

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Keep America Beautiful, the nation’s leading nonprofit that brings people together to build vibrant communities, is proud to announce the national launch of a landmark public service advertising (PSA) campaign targeted to motivate Americans to recycle every day.

In partnership with the Ad Council, Keep America Beautiful (KAB) today unveiled the multimedia campaign, titled "I Want To Be Recycled," that will restart the conversation about recycling. In a society where each American produces 4.4 pounds of trash each day, this campaign will raise awareness and ultimately provide the motivation to change the behaviors of occasional recyclers to everyday recyclers.

The “I Want To Be Recycled” campaign, which was created by the award-winning agency Pereira & O’Dell, strikes an emotional chord and motivates people to learn about the recycling process. The campaign reveals that everyday products, whether an aluminum can or plastic bottle among other products, have the potential to become something bigger when recycled.

Click here to read the national press release and be connected to links that preview the campaign’s creative elements including TV commercials, and radio, billboard and banner ads. In addition, you’ll want to visit to preview the varied educational assets on this dynamic and informative site.

Keep America Beautiful is well established as the leading nonprofit that executes actionable strategies in recycling education and behavior change resulting in positive community impact.

We have a dedicated team of recycling experts that has a proven record partnering with our affiliates, state recycling organizations, government officials, trade associations and businesses to identify priorities and advance recycling.

We are singularly focused on influencing people’s recycling behaviors at work, at school, at home and at play through awareness and education campaigns, including infrastructure enhancing initiatives and, most importantly, approaches designed to inspire action.

The “I Want To Be Recycled” campaign builds on the legacy of leadership established by KAB and the Ad Council. More than four decades ago, these two nonprofits partnered to create the iconic campaign that started a culture of change, “People Start Pollution, People Can Stop It,” featuring the face and tear of Iron Eyes Cody.

The “I Want To Be Recycled” campaign is being generously funded by Alcoa Foundation, American Chemistry Council, Anheuser-Busch Foundation, Nestlé Waters North America, Niagara Bottling, Unilever and Waste Management.

Join us in re-igniting the conversation about recycling. To find out about what you can do please go to

For more information about how your organization can support this campaign, please contact KAB’s Lynn Markley, senior vice president, brand development (), or Brenda Pulley, senior vice president, recycling ().

Keep America Beautiful
1010 Washington Boulevard, Stamford, CT 06901 Tel: 203.659.3000
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