Running Head: HOW TO BUILD HABITS OF RECYCLING 1

How to Build Habits of Recycling

Mikayla Thurber

Giovanni Nava

Chonthicha Garzarelli

Business 2200
HOW TO BUILD HABITS OF RECYCLING 2

How to Build Habits of Recycling

Recycling helps protect our environment heres how; As recycling saves energy it also

reduces greenhouse gas emissions, which helps to tackle climate change. Recycling reduces

incineration. When we recycle, recyclable materials are reprocessed into new products, and as a

result the amount of rubbish sent for incineration reduces.

Purpose / Objective

We want parents and educators to have the tools and knowledge to educated the children

in a fun and effective way so we can enhance the environment and their habits. As parents and

educators being our primary audience we strongly encourage them to do the activities both in

and outside of the classroom. It is our goal to conduct a presentation to our secondary audience

(the children) on April 21, 2017 the day before Earth Day. The website will be open two weeks

earlier so educators have enough time to prepare a lesson, and providing children with juice

boxes that has our flier hanging around it so they can bring that back to their parents to discover

our website.

Audience

The target audience for this communication campaign will beeducators and parents while

having the children be our secondary audience. Below is a demographic and psychographic

profile of this audience:

Demographics
HOW TO BUILD HABITS OF RECYCLING 3

Of all the teachers between the ages of 22-65 years old 65% will be female and 35% will

be male.
Of all the parents ages of 26- 45 years old being outreached toward 55% will be mothers

and 45% will be fathers.

Psychographics

Parents who care and value their childs education.

Parents want their kids to have morals starting at an early age so it becomes a habits and a

way of life.

Audience Analysis

Our audience are educators and the parents of the ABC s elementary students between the

ages of 5 to 12 years old, their parents ages will range from 26 to 45 years old, with a wide mix

of education, cultures, backgrounds, languages, and personal experiences.

Children 5-12 years old are best taught through visuals and presentations that their

teachers or parents can provide for them.

Children born in the 2000s often times find information from online instead of going to

the library.

According to a recent survey conducted online in November, 2014. Among over 2,000

U.S. adults younger American adults ages 18-34 are significantly less likely to say they

always recycle (33% vs. 48% of those ages 35+). In addition, younger Americans ages

18-34 are less likely to say that recycling is the socially responsible thing to do that it is

critical to reducing energy consumption.

An overwhelming majority of Americans (94%) say they recycle, but those ages 35+

(48%) are significantly more likely than those ages 18-34 (33%) to say they always
HOW TO BUILD HABITS OF RECYCLING 4

recycle. A majority (68%) of Americans believe recycling is the right thing to do, but the

percentage decreases as age goes down, with only 62% of adults 18-34 holding the belief.

Some Americans have doubts about recycling as 26% say they are not always certain if

an item is recyclable and 6% say they dont believe the items they set aside for recycling

are actually recycled. More than 3 out of 5 (62%) Americans agree that if a product is not

easy/convenient to recycle, they probably would not recycle it.

Messaging Goals

Think

We want them to know how recycling comes to impact their wildlife friends, and how the

environment will be when they grow up if they do not take care of our planet.

Feel

Make them feel sad of the thought that wildlife is being impacted by our negligence, but

empowering that they can make a difference.

Do

We want them to start recycling more, and spreading what they learned to other

classmates letting them know the impact.

Key Message

To introduce the children to find a way to help their wildlife friends, and becoming their

hero. With creating the idea that they are the heroes of these small and fragile animals they will
HOW TO BUILD HABITS OF RECYCLING 5

be more willing to recycle, because kids are more caring of the animals. Ex. cutting soda rings so

sea life doesnt get stuck in between them.

Channels/Media

We will be using video, PowerPoint presentations and fliers to communicate with the

children. We will be using a website to communicate to the parents and parent-kid friendly

activities posted on Pintrest that they can complete at home.

Video
o We will present the video to the kids. We chose video because it is short

and animated that will help keep the kids interested.

PowerPoint
o We will use PowerPoint to go more in depth about why it is important to

recycle.
Fliers
o Fliers will be hung around the school and given to kids so they can show

their parents what they learned. On the flier it will contain website links so

parents can learn along with the children.

Website
o This channel will be mainly for the parents so they can learn about

recycling alongside with their child.

Parent-Kid Friendly Activities/ Pintrest
o This will be taught to the children and be posted on the website so they

can do it at home with their parents.

Tactical Plan

Our plan of action is to give educators the resources to teach children on how to

effectively teach their students about recycling. Educators will give a presentation to the children

and also include the video. Along with the educators presenting the video it will also be listed on

our website so the kids can show their parents what they learned. After the presentation we
HOW TO BUILD HABITS OF RECYCLING 6

would provide educators juice boxes that have a smaller flyer attached to it with the website on

it. The website links will be for the parents where they can go to learn more about recycling and

how it benefits our earth. There will also be a child-parent friendly activity that parents can print

out. Will will also be hanging flyers up around the school that are targeted towards the children

to encourage them to recycle.

Who What (Message) How When (Timing)

(Audience) (Channel)

Primary To teach parents and Activities The website will open two

Parents and educators on how to teach Presentation weeks before Earth Day so

Educators children about recycling. Video educators have enough time to

Flyer prepare a lesson.

Website

Secondary Teach children why it is Flyer Friday April 21st 2017, the day

Elementary important to recycle. Activities before earth day.

children ages 5- Video

12 Presentation
HOW TO BUILD HABITS OF RECYCLING 7

Works Cited

Younger Americans Not as "Green" as Older Generations. (n.d.). Retrieved April 07, 2017, from

http://www.isri.org/news-publications/article/2014/11/13/younger-americans-not-as-green-as-

older-generations#.WOetFk2Qy70

Bichell, R. E. (2016, January 14). Average Age Of First-Time Moms Keeps Climbing In The

U.S. Retrieved April 28, 2017, from http://www.npr.org/sections/health-

shots/2016/01/14/462816458/average-age-of-first-time-moms-keeps-climbing-in-the-u-s

(n.d.). Retrieved April 28, 2017, from http://www.proteacher.net/discussions/showthread.php?

t=416777