Paint Care

Goal

Generate earned media coverage for a paint-recycling campaign aimed at Chinese-speaking Californians

Challenge

Creating a message that would resonate with the Chinese-speaking audience

What We Did

Research. Trust us, it’s better than guessing. We surveyed 100 Chinese-speaking residents from across California and learned that 92% didn’t know they could recycle paint. More heartening, however, was that 66% said they would recycle, because it was the right thing to do. Our kind of people. But we needed someone to deliver the message. So we identified a few champions (that’s our way of saying members of our target audience already doing the right thing) and coached them to deliver the messages of the campaign in the media.

Results

8 earned media placements in mass market and Chinese-language radio, TV and print.