Generate earned media coverage for a paint-recycling campaign aimed at Chinese-speaking Californians
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.
8 earned media placements in mass market and Chinese-language radio, TV and print.