Keep America Beautiful

KAB, Ad Council Unveil Landmark Recycling Campaign PSA

In partnership with the Ad Council, Keep America Beautiful unveiled “I Want To Be Recycled,” an award-winning public service advertising (PSA) campaign in 2013, aimed at motivating Americans to recycle every day. The “I Want To Be Recycled” campaign has restarted the conversation about recycling. Since its launch, this campaign has secured more than $68 million in donated media and ranks among The Ad Council's top performing recent campaigns.

In a society where each American produces 4.4 pounds of trash each day, this campaign is raising awareness and will ultimately provide the impetus 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 new when recycled.

In February 2015, the second phase of the national campaign was launched to target the 45% of Americans who do not consistently recycle their personal care products in the bathroom. Funded by Unilever, this latest installment of the “I Want To Be Recycled” campaign is meant to increase the awareness of recyclable materials in the bathroom and encourage consumers to give products new life through recycling. Visit to see the campaign’s creative elements, including TV commercials as well as radio, billboards, online banner ads and various educational assets.

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 our partners including American Chemistry Council, Niagara Bottling, Institute of Scrap Recycling Industries (ISRI), Unilever and the City of Austin.

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:

Mike Rosen

Senior Vice President, Marketing & Communications

Brenda Pulley 

Senior Vice President, Recycling