"I don't recycle" campaign launches in GA

GEORGIA: State launches reverse psychology "I don't recycle" campaign

The Office of Environmental Management at the Georgia Department of Community Affairs has launched its "I don't recycle" campaign. The reverse-psychology effort is meant to tweak interest among 24- to 35-year-olds, the demographic among which it's easiest to change recycling habits. Focus groups have shown that non-recyclers in this group aren't against recycling, they're just apathetic.

The campaign's tongue-in-cheek Web site, www.YouGottaBeKidding.org, highlights fictitious Georgians and their excuses for not recycling. In the state, about 45% of Georgians don't recycle.

Said Randy Hartmann, with the Office of Environmental Management: "Recycling is serious business, serious for the state, but you have to have fun doing it, especially for this demographic."

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