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Client: The Massachusetts Department of Environmental Protection, Boston
Agency: Leonard/Monahan, Providence, R.I.
Creative Director/Copywriter: Kara Goodrich
Art Director: Ralph Watson
The Massachusetts Department of Environmental Protection has launched a pilot communications program that includes print ads, transit station posters and billboards urging residents of East Boston to recycle. One print execution features youngsters riding bicycles and carries the headline, “Mom, we’re going to the landfill to play.” The theme of the campaign, “Remake a difference,” is spelled out in letters “clipped” from newspapers and magazines.
The overall effectiveness of the program will be evaluated in November and may eventually be rolled out across the Bay State, said Lynn Walters of Leonard/ Monahan, the Providence, R.I.,
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