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Mayor Bloomberg Launches New “Recycle Everything”Ads

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Mayor Michael R. Bloomberg, Deputy Mayor for Operations Cas Holloway and Sanitation Commissioner John J. Doherty today launched the new “Recycle Everything” public information campaign to promote recycling and announced the expansion of the organic food waste recycling program. The initiatives are part of the City’s work to double the recycling rate to 30 percent by 2017 and follow the largest expansion of the recycling program in 25 years with the processing of all rigid plastics that began last spring.

In total, metal, glass plastic and food waste, textiles and electronics account for 80 percent of the total waste stream and the public information and collection services will help divert materials that can be recycled away from landfills. The “Recycle Everything” ads – created by Grey New York – will be featured throughout the city and highlight the ambitious policies and investments that will enable more waste to be recycled.

The City has also expanded the food waste recycling pilot programs in select high-rises in Manhattan, with neighborhoods in Brooklyn and the Bronx to follow this fall. Additional communities in those boroughs, as well as others in Queens and Staten Island, will begin organics recycling in the spring and the program will reach more than 100,000 residences by 2014.

Mayor Bloomberg, Deputy Mayor Holloway and Commissioner Doherty made the announcement in Morningside Gardens in Manhattan, where organics recycling began in June, and were joined by Sanitation Deputy Commissioner for Recycling and Sustainability Ron Gonen, GrowNYC Executive Director Marcel Van Ooyen, Claudia Strauss, CEO of Grey Activation and PR, and Russell Jermyn, General Manager of the Morningside Heights Housing Corporation.

“The ‘Recycle Everything’ ad campaign and the expansion of our organic food waste recycling program shows how far New York has come in managing the 11,000 tons of waste generated every day,” said Mayor Bloomberg. “Together, these initiatives will help us double our recycling rate by 2017 and reduce the amount of trash sent to landfills and I want to thank Grey for their incredible designs for our public information campaign. These ambitious policies will save at least $60 million in taxpayer dollars and have a significant environmental impact, making them the type of investments we need to secure the City’s future.”

“Our goal is simple: Recycle Everything. Mayor Bloomberg has invested millions in our recycling infrastructure so that New Yorkers recycle more than ever before,” said Deputy Mayor Holloway. “All rigid plastics can now be collected and re-used rather than rotting away in a landfill, and thanks to the unrivaled experience and vision of Sanitation Commissioner Doherty, we are moving aggressively to tackle the final recycling frontier—organic waste. With New Yorkers’ help, we’ll soon make the aspiration of our new campaign a reality.”

“New York City is changing the way we handle our solid waste and the Department of Sanitation is pleased to be at the forefront of this dramatic change that was initiated by Mayor Bloomberg through his innovative Solid Waste Management Plan,” said Sanitation Commissioner Doherty. “Expanding our organics collection to more high rise buildings and then into more residential neighborhoods across the city will mean less waste going to landfills and significant savings to the City.”

“We applaud Mayor Bloomberg’s leadership in expanding recycling in NYC as demonstrated here today,” said GrowNYC Executive Director Van Ooyen. “In 2006, he created GrowNYC’s Office of Recycling Outreach and Education to assist his ambitious goals to divert more waste from disposal. Whether promoting textile, e-waste, and increased plastics recycling or working with the Department of Sanitation to establish organics recycling programs like those here at Morningside Gardens, GrowNYC is thrilled to be a component of the City’s efforts to ‘Recycle Everything.’”

“We could not be more proud of our partnership with the City and the Department of Sanitation,” said Strauss, CEO of Grey Group Activation and PR. “Creating a campaign that will positively impact the city we love and are headquartered in and working with an administration whose commitment to these issues is profound has been a dream assignment for all of us.”

The “Recycle Everything” public information ads feature a collage of iconic brand imagery refashioned over everyday items: a plastic bottle, soda can, food can, yogurt container and a magazine. The ads demonstrate that most materials can be recycled and will be remade into other products and follow the historic expansion of the recycling program that began last April, when New York City began to process all rigid plastics including toys, hangers, shampoo bottles, coffee cups and food containers.

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