San Francisco Department of the Environment
For over 20 years, O’Rorke has conducted multiple social marketing programs for various City environmental departments that are now under the San Francisco Department of the Environment. Highlights include the 1993 Addy award-winning “Garbage Cans, Garbage Can’ts” bus advertising campaign, designed to educate San Francisco residents about the hazards of putting toxic household products in their trash cans.
Today O’Rorke continues to use a mix of traditional media in its approach to marketing: To help San Francisco achieve its 75 percent diversion rate by 2010, a waste reduction campaign using TV and print ads was launched in 2007 to remind residents to recycle more, and to collect their food scraps. The campaign stressed the ease of recycling, pointing out that the items will be tossed in a bin anyway, but which cart they use—blue and/or green, instead of black used for trash—will make a “world of difference.”
O’Rorke also recently designed and produced SForward, the City’s new environmental plan dedicated to implementing best practices for the City.
