Calling all forces! The Boston Recycling Initiative is an integrated social marketing communications campaign. Through synthesis of an advertising campaign, a recycling bin campaign, and a public awareness media campaign, the Initiative seeks to make simple recycling practices accessible to the community as a community.

To make something accessible is to make it convenient, attractive, and familiar: with a climate of accessibility provided, people naturally accept what they are being offered. In other words, people do the right thing when given the opportunity! The recycling ads will be placed throughout major T terminals. To supplement the ads' message, the Initiative will introduce a complementary recycling bin campaign at ad sites. With both campaigns in place, the Initiative will launch the public awareness media campaign throughout local news mediums, which designates one week as the Boston Recycling Challenge.

The Challenge urges Bostonians to help each other set a record over the course of one week. The tone of the campaign will be, similar to the tone of the advertisements, cleverly indirect: emphasis will be placed on the goal of setting a record together rather than the act of recycling.

As much as the Boston Recycling Initiative aims to increase public awareness of the effectiveness of the individual's effort in recycling, it also aims to reinvigorate the spirit of community. Recycling is simply a forum in which community members share a social responsibility. We invite you to visit our website at www.bostonrecyclinginitiative.com for further information.

We are seeking local business leaders across all industries to join our partnership working to develop and launch community environmental programs in our city, the Boston Recycling Initiative being the first of such projects. Our strengthened business sector works together with our government agencies to implement these projects most effectively. We ask for your creative input! Thank you for your support!