Keep America Beautiful

KAB, Ad Council Unveil Landmark Recycling Campaign PSA

In partnership with the Ad Council, Keep America Beautiful unveiled a landmark public service advertising (PSA) campaign on July 11, targeted to motivate Americans to recycle every day.

The campaign, titled “I Want To Be Recycled,” will restart the conversation about recycling. In a society where each American produces 4.4 pounds of trash each day, this campaign will raise awareness and ultimately provide the motivation to change the behaviors of occasional recyclers to everyday recyclers.

The “I Want To Be Recycled” campaign, which was created by the award-winning agency Pereira & O’Dell, strikes an emotional chord and motivates people to learn about the recycling process. “I Want To Be Recycled” reveals that everyday products, whether an aluminum can or plastic bottle among other products, have the potential to become something bigger when recycled.

Click here to read the national press release and be connected to links that preview the campaign’s creative elements including TV commercials, and radio, billboard and banner ads. In addition, you’ll want to visit to preview the varied educational assets on this informative site.

Keep America Beautiful is well established as the leading nonprofit that executes actionable strategies in recycling education and behavior change resulting in positive community impact.

We have a dedicated team of recycling experts that has a proven record partnering with our affiliates, state recycling organizations, government officials, trade associations and businesses to identify priorities and advance recycling.

We are singularly focused on influencing people’s recycling behaviors at work, at school, at home and at play through awareness and education campaigns, including infrastructure enhancing initiatives and, most importantly, approaches designed to inspire action.

The “I Want To Be Recycled” campaign builds on the legacy of leadership established by KAB and the Ad Council. More than four decades ago, we partnered to create the iconic campaign that started a culture of change – “People Start Pollution, People Can Stop It” – featuring the face and tear of Iron Eyes Cody.

The “I Want To Be Recycled” campaign is being generously funded by Alcoa Foundation, American Chemistry Council, Anheuser-Busch Foundation, Nestlé Waters North America, Niagara Bottling, Unilever and Waste Management.

Join us in re-igniting the conversation about recycling. To find out more, please go to


For more information about the KAB, Ad Council Recycling Campaign, please contact:

Lynn Markley

Senior Vice President, Brand Development

Brenda Pulley 

Senior Vice President, Recycling