“Away” is Somewhere

Shaping Recycling + Composting Habits for a Cleaner Future

Montgomery County Environmental Services | results first

18-month strategic marketing plan

on Google Display *compared to industry average.

4 core

personas

developed to guide targeted messaging + creative

2 robust toolkits

school (grades 4–8) and Family toolkit launched for recycling + composting engagement

150+ school representatives

across Montgomery County invited to the September 2025 school toolkit training

The Challenge

Montgomery County set out to spark widespread engagement
and behavior shaping—boosting recycling participation while also advancing composting as a secondary focus. The hurdle was significant—engaging students, educators, and families in a topic often viewed as complicated, uninspiring, or burdensome, and making it simple, motivating, and engaging.  

the solution

To inspire and connect with students, families, and schools—with the objective of shifting everyday habits—GAVIN developed the “Away Is Somewhere” campaign. Grounded in data through surveys, interviews, and persona development, the theme emphasized that waste never truly disappears, making recycling and composting simple to adopt, easy to sustain, and meaningful to carry forward.

our approach included

  • Research-drive foundation through surveys, interviews, and persona development to ground all messaging in data.
  • Fun, student-friendly storytelling—like the “trash monster”—to make recycling and composting engaging, not boring.
  • School-first strategy, positioning classrooms as community multipliers to drive lasting behavior change at scale.
  • Strategic audience segmentation—principals, teachers, students, and parents—ensuring relevance for each touchpoint.
  • Multi-channel activation through toolkits, videos, digital ads, and training sessions to simplify adoption and expand participation in both recycling and composting.

the execution

Campaign Development

Delivered an 18-month strategic marketing plan with phased rollout through May 2026, aligning goals, KPIs, and tactics across audiences. Built the “Away Is Somewhere” brand identity and landing page as the central hub for resources, featuring the trash wave visual and unified messaging.

Research + Personas

  • Conducted surveys and interviews to uncover recycling and composting perceptions.
  • Developed four core personas—principal, teacher, student, and parent—that guided all messaging and creative.

Toolkits + Resources

  • Produced School Toolkit (grades 4–8) and Family Toolkit with pledge cards, lesson plans, posters, games, trackers, and composting guides. 
  • Created a Field Trip Teacher’s Guide to connect schools with the Environmental Learning Center and Boonshoft Museum. 

School + Community Engagement

  • Launched campaign rollout with a September 2025 training for 150+ school representatives. 
  • Activated ongoing outreach with newsletters, contests, student ECO-leaders, and social media to sustain excitement across schools and communities.

Public Relations + Media Relations

  • Built visibility through local media outreach, influencer amplification, and coverage of school-led recycling events. 
  • Positioned success stories and classroom achievements to inspire broader community participation.

Creative + Digital Assets

  • Produced original campaign content, including a 2:40 educational video, classroom “Recycle Right Jeopardy” game, and persona-based digital ad sets.
  • Developed multi-format creative, including shorter video cuts and OTT streaming ads, ensuring adaptability across channels.