MurphyEpson created messaging, graphics and a multi-channel outreach program to increase recycling cart adoption and usage by more than 200,000 Columbus households. Columbus Mayor Michael B. Coleman served as the brand ambassador in media interviews and photo opportunities — even personally delivering the first cart in each phase of the rollout. Program elements included a Facebook contest, go-to website, Recycling Band, Recycling Segway, volunteer ambassador speaking tour, automated calls, exhibits and event displays, poster placements, sponsored prizes, monthly newsletters and a Columbus Dispatch special section insert. In all, this esteemed program built a cart acceptance rate of 98 percent, an 85 percent participation rate and is exceeding estimates on collected recycling tonnage.