The Marin Joint Powers Authority (JPA) approached the Hive with one ambitious goal: make Marin a zero waste zone by 2025 and literally stop adding garbage to landfills by that date. For a goal like this, messaging alone wouldn’t work—we needed to incite a real change in behavior.

So we created ZeroWasteMarin.org, the online hub that helps Marin residents transition to a planet-loving, zero-waste lifestyle by asking people to make small, but significant, changes in their lifestyles by giving up specific items that are a major burden on the environment. Through email reminders and newsletters, we created an ongoing support structure for residents. These tools help people gradually make simple choices to adopt more sustainable daily behaviors.

To generate awareness and drive traffic to the site, we created advertising that demonstrated how changing one small personal habit could make a quantifiable difference in how much trash was going into landfills.