Beverage containers have their place, and it’s not in the garbage. So, how do you get that across to multicultural audiences? That’s what we set out to do – to create an attitude that recycling beverage containers is the right thing to do. Our approach focused on key audience groups, especially uninformed segments such as new immigrant families, international students, and working professionals. These groups lacked awareness about Return-It’s recycling programs and frequently discarded containers without a second thought. By delving into their lifestyle interests, cultural sensibilities, and unique challenges, we developed a campaign plan along with tailored messaging to address their specific needs and motivations. Through culturally resonant storytelling, data-driven insights, and relatable content, our campaigns not only enhanced engagement but also empowered these audiences to make recycling an integral part of their daily lives. By aligning our strategies with Return-It’s objectives, we successfully built awareness, inspired change, and made a measurable impact on recycling behaviours across British Columbia.