Alcoa Foundation and Keep America Beautiful (KAB) are proud to announce a new national recycling campaign
The campaign is titled “I Want To Be Recycled,” and aims to restart the conversation on recycling. In a society where each American produces 4.4 pounds of trash each day, this campaign will raise awareness and provide the motivation to transform occasional recyclers into everyday recyclers. The national campaign reveals that everyday products, including aluminum cans, have the potential to become something new when recycled.


Currently, only about 35 percent is recycled, according to the Environmental Protection Agency (EPA), which means that the U.S. recycling rate lags the rest of the world. This has financial and environmental implications: millions of dollars spent on landfills and transporting waste; billions of dollars lost from residual value of scrap; and missed opportunities to create green jobs. A 2012 report from the Blue-Green Alliance found that increasing recycling rates in the U.S. to 75 percent for all municipal solid waste would create 1.5 million jobs and generate close to 300 additional tons of recycled content, resulting in the avoidance of more than 2,850 tons of greenhouse gas emissions.


The “I Want To Be Recycled” campaign is funded through KAB by Alcoa Foundation, American Chemistry Council, Anheuser-Busch Foundation, Nestlé Waters North America, Niagara Bottling, Unilever and Waste Management. In addition, one of the featured TV PSAs, titled "Stadium," was filmed on location at M&T Bank Stadium, which is home to the NFL's Baltimore Ravens. The stadium's exterior, and additional select areas throughout the venue, is constructed partially from post-consumer recycled aluminum.


Together with industry partners, Alcoa set an ambitious yet achievable 75 percent recycling rate by 2015 in the U.S. Through this campaign, Alcoa Foundation and KAB support this by focusing on influencing people’s recycling behaviors at work, at school, at home and at play through awareness and education campaigns and, most importantly, with approaches designed to inspire action. For more information: visit