Case Study: PaintCare boosts paint recycling awareness and disposal with Civilian

PaintCare and Civilian help properly dispose of 60 million gallons of paint

PaintCare, a non-profit paint stewardship organization, faced the challenge of properly disposing of the millions of gallons of leftover paint Americans accumulate each year. They retained the vendor Civilian to develop and implement a multi-state traditional and digital media campaign to increase awareness and drive action for their paint recycling program.

Civilian's solution was to reposition paint recycling as a new social norm, focusing on key messages to buy the right amount, use it up, and properly dispose of leftovers. They used targeted advertising, social media contests, and promoted local drop-off events. As a result, Civilian helped PaintCare achieve the proper disposal of over 60 million gallons of paint and generate media mentions reaching over 100 million people annually, resulting in a significant increase in paint recycling.

PaintCare