WHAT IS IT?
A social media campaign to educate people about paper cup waste and spread awareness of the benefits of using reusable cups.
HOW DOES IT WORK?
We plan to start a campaign on social media and we plan to gain support from Influencers to go viral! Influencers that are active on social media can spread information quickly. Functionalities like hashtags and challenges initiated by internet celebrities can motivate people to absorb information and to act accordingly. Influencers should direct people to the right source of information about current challenges facing sustainability.
Some example influencers we are thinking of includes bloggers (lifestyle, health, fitness, etc.), celebrities who are environmentalists (Natalie Portman, Leonardo DiCaprio, Emma Watson), young influencers on Instagram with 200K+ followers that have shown interest in sustainability (Diana Silvers), and popular TV shows (Portlandia, Saturday Night Live).
Collaboration with brands that are sharing similar philosophies (Everlane, Glossier, Warby Parker) are also viable.
In short we want the key information, that paper cups are not recyclable and ways to be more sustainable, to spread as widely as possible.
WHY IS IT IMPORTANT TO OUR USERS?
With this campaign, paper cup users are quickly exposed to the problems of their choices and lifestyles. They get directed to ways of becoming more sustainable. This helps people who are concerned with the environment to get involved properly. This also has a good chance of converting people who are indifferent about waste through the power of their favorite influencers.
Spreading awareness is the most important step in creating a sustainable ecosystem. According to a specialist from Sunset Park's Sims Municipal Recycling facility, 15% of “recyclables” that they receive are electronics, fire extinguishers, and clothes. Another 30% are organic plants, all of which do not belong there. Not a lot of people know that paper cups do not belong in recycling bins. There are alternatives like compostable products but the US does not have the proper facilities to deal with them. It's unfortunate, but the eco-friendly shops, that use compostable products, may not even know that those products may not be recycled properly.