Many Americans recycle today and more say they are educated on environmental issues than ever before. Still, levels of recycling could be increased greatly, despite heightened visibility of public recycling receptacles and the existence of curbside programs in about 60% of communities. In 2011, Americans generated approximately 250 million tons of trash and recycled and composted 87 million tons of this material, equivalent to a 34.7% recycling rate.

The Recycling campaign, sponsored by Keep America Beautiful, aims to reinvigorate the recycling brand. The campaign will also generate awareness, explain how and where to recycle, mobilize individual ownership and emotional connection to recycling through community building, and transform recycling into a daily social norm. The campaign shows consumers that their recyclable materials want to be something more, and promotes recycling as a way to give garbage another life.

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