North Okanagan
Too Good to Waste
CLIENT
Regional District of North Okanagan
Coldstream, BC
BACKGROUND
The Regional District of North Okanagan (RDNO) provides waste management and water services. The Okanagan’s sunny climate, dry landscape and interconnected ecosystem make both water conversation and waste reduction eduction critical considerations for the 400,000 residents that call the region home. Ion crafted a comprehensive branding and marketing strategy designed to connect with residents across multiple channels and demographics and encourage them to change habits with regard to waste and water usage.
Reducing waste by instilling pride in place
This campaign taps into the audience’s shared pride in where they live, helping them connect with waste reduction goals without getting caught up in larger conversations about politics and climate change. The campaign identifier, North Okanagan Too Good to Waste, is an agreeable statement, regardless of individual viewpoints, that everyone can resonate with. The campaign identity takes visual elements led by the regions’ environmental beauty and outdoor recreation with an earthy colour palette, patch motifs, and typography inspired from parks signage. A series of animals are used as the regions’ best role models with cheeky messages that instruct the audience to be less wasteful.
