By Lauren Meadows, Williams Whittle
The Mattress Recycling Council (MRC) launched a Spanish-language advertising campaign in Fresno, California, through its agency of record, Williams Whittle. The campaign builds awareness of Bye Bye Mattress, the consumer-facing brand for the organization that educates residents about mattress recycling and other free and easy ways to dispose of a mattress.
The Mattress Recycling Council’s California program has successfully recycled more than 8.5 million mattresses since it began in 2016. The organization’s communication strategy has always included the translation of materials, as California has more than 250 languages spoken within its borders. However, MRC wasn’t seeing awareness of mattress recycling growing among Latino households. Meanwhile, communities in the state’s Central Valley region remained a hot spot for illegal dumping. MRC started to address the lack of awareness by increasing media coverage in Spanish-language outlets and persuading influential Latino community leaders and public officials to share information with residents. Eventually, this highlighted the need to have a unique campaign designed for Spanish-speaking households.
Latinos have now become the “majority-minority” population in California and this population continues to grow. Seventy-five percent of Latino households speak a language other than English which translates to over 10 million Spanish-speaking/viewing households for MRC to reach.
The “Taking Care of the Earth” advertising campaign encourages using the no-cost disposal options available to California residents – asking a retailer to take their old mattress back during the delivery of a new one, dropping it off for recycling, or using their solid waste provider’s curbside pickup. The TV spot features a personified Earth that displays hurt and sadness when discovering illegally dumped items, and then happiness when a family chooses to recycle their mattress. The spot also highlights the mattress components that can be recycled and what they become.
The English version of the spot is below..
“Our research showed a major motivator for mattress recycling among Spanish-speaking households in California was a love for the Earth and protecting the environment,” says Amanda Wall, the Director of Marketing at Mattress Recycling Council. “This ad compliments our grassroots outreach and earned media and is the result of insights gained from a lot of research, listening and discussions.”
An awareness study was conducted by KB Insights prior to the creation of the spot to determine the best creative and delivery options to maximize the effectiveness of the campaign. This included questions about brand awareness, media consumption habits, mattress disposal behaviors, and recycling influences. MRC also consulted city staff in areas where MRC is working to address illegal mattress dumping and stakeholders advocating for environmental justice. The results guided the tone, messaging and placement of ads across broadcast and digital radio and TV platforms and print mediums.
The campaign was produced by Sprocket Media Works and drives traffic to Bye Bye Mattress’ California program page, providing residents with information on mattress recycling in their state. MRC also received consultation from Quintana-Saragosa Public Affairs throughout the development and production of the ads.
Lauren Meadows is an Account Executive at Williams Whittle.