With the tagline “I Want to be Recycled,” Keep America Beautiful aims to increase the amount of garbage that is repurposed.

Keep America Beautiful and the Ad Council have launched a new campaign aimed at increasing the amount of trash recycled every day. ‘I Want to be Recycled‘ features commercials and out of home advertisements which emphasize that recyclable materials like bottles or cans want to be something more, and that we should give garbage another life.

It is reported that the average American produces 4.4 pounds of trash a day, and only 35% of this is recycled. The campaign hopes to build awareness, explain how and where to recycle, and transform recycling into a social norm.

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