RE3.org: A Case Study of Using New Media To Promote Recycling in North Carolina
Abstract

The RE3.org recycling awareness campaign encourages recycling among North Carolinians ages 18 to 34. To better reach this target audience, the campaign made use of new media, including websites, blogs, and social networking sites. This case study documents the process of implementing the new media components of the RE3.org campaign and provides information on the reach of the new media components of the campaign. An initial challenge to implementation was gaining acceptance for these modes of communication from the sponsoring organization. Overall, the campaign was found to have expanded its reach through the use of new media. Through viral promotions, the campaign's TV ads received over 33,637 views on YouTube with virtually no additional campaign expenditures. The RE3.org blog received 3,414 visits and was viewed by an average of 11 people per day. Based on the number of and profile descriptions of "friends" to the MySpace and Facebook pages, the campaign appears to have been somewhat successful in attracting "friends," although more successful in reaching out to young adult females than males. Several aspects of the campaign's use of new media can serve as a model for public health campaigns targeting younger, more Internet savvy audiences.