7-Steps for Recycling

 1.     The Communication Problem

a.     Adults do not care or simply do not want to take the time to recycle. People have become increasingly lazy or too preoccupied with other aspects or their lives. They are, in most cases a lost cause. Children are more open to new ideas and can be taught to care and take the time to recycle.

2.     The Audience

a.     Our target audience is primarily children.

                                      i.     Demographics: Our focus is an age group between Kindergarten and High School seniors.

                                     ii.     Psychographics: Children at such young ages are very impressionable and can adapt to ideas or practices quicker than adults. If taught from such a young age, the practice or recycling will become second nature.

3.     The Objective

a.     The objective is informational and emotional. By illustrating the negative effects littering has on the planet and how recycling can save everything, we can train a new generation of people to care and pass on this understanding to the next generation.

4.     The Strategy

a.     Children today watch a lot of television and movies and often choose a character as someone to look up to. We can use a superhero character to kids how important it is

5.     The Content

a.     A group of children playing on a playground with a superhero. The superhero notices someone litter but he is unable to recycle to item. The playground begins to suffer from the effects of littering. Once he receives help from the children, they are able to recycle and save the day. We teach kids that they can be superheroes too by recycling and saving the planet.

6.     The Medium

a.     This message is visual.  For the most part, children react better to what they can see on television, than to what they hear on the radio or see on a billboard.

7.     The Concept

a.     Children are playing in a playground. They all form a circle around a baby Groot, from The Guardians of the Galaxy movie. As they play, a fiendish looking man passes by and throws a bottle on the ground. Baby Groot notices and tries to recycle but he is too little to carry the bottle. As the weight of the bottle begins to take a toll on him, we see the playground slowly start to decompose, until a child comes to help Groot. When the child properly disposes of the bottle, the playground returns to its beautiful look and Groot turns into his adult hero form. He says, “we are groot,” signifying that together we can all be heroes and save the Earth.