THE BRIEF When the City of Sacramento unanimously approved the single use plastic bag ordinance - effectively banning stores from offering single-use bags they knew they would need a public awareness campaign to get both local shoppers and businesses on board. To prepare local retailers and shoppers for this change, the City of Sacramento Department of Public Works, Recycling and Solid Waste Division, sought to develop a campaign brand, community engagement strategy, and accompanying marketing and advertising materials. The goal of the campaign was to motivate behavior change to reduce the use of single use plastic bags and encourage the use of reusable bags.
THE CAMPAIGN The project creative could have met campaign objectives by simply informing our target audiences about the ban, but we took it to the next level by injecting fun, joy and civic pride into the campaign theme. The result was an award-winning campaign that successfully inspired sustainable behavior change in Sacramento and 90% compliance rate among retailers.
MY ROLE I served as the Art Director and lead designer for the Bring Your Own Sac behavior change campaign. I lead campaign strategy and concept development, provided art direction, managed a small interdisciplinary design team, and rolled up my sleeves to help with visual design and execution across a variety of channels.