California Campaign Says Recycling is Cool

California’s state recycling agency is launching a $10 million multilingual TV and radio campaign to tell people that recycling is “cool.” The push, which breaks on Monday, follows the release today of a statewide study that shows Californians are throwing more beer bottles, soda cans and sports drink containers into the trash — instead of recycling them — than they did a decade ago.

Ads from the California Department of Conservation, Division of Recycling (CDCR) include one in which a discarded plastic water bottle is recycled as an orange buoy used by a “Baywatch”-type female lifeguard.