PaintCare
The Challenge
PaintCare asked Civilian to make paint recycling a habit, and since 2014 we have run its multistate, multilingual campaign. What sets the work apart is how research directs the spending. A three-year survey of 3,636 adults found that people needed to see our messages at least 10 times before awareness and recycling intent shifted, so we rebuilt the media plans around that threshold. The program has since recycled more than 72 million gallons of paint, stain, and varnish.
