City of Santa Ana

Goal

Increase the number of used automotive oil filters collected at local recycling centers

Challenge

Expand recycling awareness to include oil filters, not just used oil

What We Did

We partnered with local auto parts stores, such as Autozone and O’Reilly Auto Parts, to create a filter-exchange program. The store alliance was critical because that’s where the issue of oil filters was top of mind for residents. We created and displayed in-store posters and flyers and ran ads, sent out direct mail and advertised on Yelp. Store managers and employees even wore buttons on their shirts to promote the campaign, which was pretty cute. We conducted much of this promotion in both English and Spanish to effectively reach our audience.

Results

  • 974 filters (a 22% increase over the previous year)
  • 136 residents pledged to continue recycling use oil and filters