City of Saint Paul

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Project Overview

Influencing Recycling Behavior Across Cultures

Mercury recently completed a campaign commissioned by the City of Saint Paul Public Works Department for its single sort waste reduction program. While the program itself is not unique, the way in which it engages the local community is. The City of St. Paul wanted the campaign to reach all people across the city and across cultural lines. In partnership with INGCO International, the team created a variety of effective, culturally-appropriate, multilingual communication materials that were translated into a variety of languages. These materials ensured that the City’s diverse populations were engaged and included. A large part of this campaign is a commercial, which was used at the initial press conference, on the City’s website, and aired on local access cable television stations. The purpose of this video is to create an awareness of the “All-In” program and to instill a sense of pride, inclusion, and ownership in the greater Saint Paul community. The second most significant component of this project was the press kit. This kit was distributed to all district councils and was utilized to communicate the program widely and quickly to all residents. The kit includes all creative assets, logos and items specifically tailored for social media posting. In addition to the video and kit, the campaign included a large amount of creative production. Specifically, we were responsible for naming and logo design, banner stands, signage and table skirts for various community expos, a city-wide mailed “Going Green 2014” guide, and graphic design and layout for various print products.
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