CESA approached Edelman looking for a fully-integrated consumer launch plan that would help drive public participation and awareness for a new province-wide small appliance recycling program.

Edelman developed the Unplugged brand and logo, and launched the program through a public awareness campaign with multiple touch points including: media relations; targeted Facebook advertising; a consumer-friendly website and mobile page; point-of-sale consumer materials and signage; a branded Twitter account; and ongoing stakeholder communications.

The public awareness campaign has started to stimulate a behavior change that will help keep millions of small appliances out of the landfill.