Were you ready for the DTV switch? How could you not be with almost a year of "the DTV switch is coming?" For many, it was a good excuse to purchase a new TV to replace an outdated box. Chances are the old TV is still sitting in your basement or garage, but not because you haven’t heard about the recycling options. RMPR worked with the Solid Waste Management Coordinating Board (SWMCB) to cut through the DTV clutter with important messages about recycling options.

Rethink Recycling Campaign Prepared Twin Cities Residents for DTV Switch

Working to inform consumers about recycling and disposal options, drive traffic to RethinkRecycling.com and position SWMCB as the "go-to" resource for recycling and waste management in the Twin Cities, RMPR broke through cluttered media coverage with a new message about the DTV switch.

For months, consumers heard about the DTV switch from national and local news stories, PSAs and advertisements. Originally set for February 2009, then delayed to June 12, 2009, by President Obama, consumers heard the recycled news day after day that the switch to DTV "was coming." For Rethink Recycling – an education outreach campaign sponsored by SWMCB – the DTV switch served as an opportunity to educate consumers about an element of the switch that was less talked about – electronics recycling.

This month, we’re highlighting Rethink Recycling's appearance on KARE-TV’s Showcase Minnesota. Scheduled for June 12 – the day of the switch – spokesperson Angie Timmons provided recycling options for a variety of electronics, from cell phone batteries, to TVs and computers. Showcase Minnesota provided a great platform for Angie to talk in depth about electronics recycling, while addressing the immediate needs of many new digital TV owners.

In addition to the Showcase Minnesota segment, Rethink Recycling also highlighted electronics recycling in its monthly Sun Newspapers column, was featured in a "Good Question" segment on WCCO-TV, and gave interviews to WCCO-AM and KSTP-TV. RMPR helped SWMCB spread a new message amid the daily coverage and noise around the DTV switch.

Client: Solid Waste Management Coordinating Board

Media Outlet: KARE-TV Channel 11

Date: June 12, 2009