Public Relations: Greyhound Recycling
Designing a social good campaign powered by recycling
In honour of Pride Month, Greyhound Recycling and Recovery launched the ‘Bin of Old Behaviours’. It is an online tool designed to help people recycle themselves, to own up to their past behaviour and move forward making the internet a less toxic place.
Developed to combat the ‘call-out culture’ and inspire people to grow, the tool allows people to find and review their old problematic tweets quickly. It trawls your old tweets for specific keywords associated with homophobic behaviour.
To delete the tweets and move forward more positively, people have to share a personalised image owning up to their previous thoughts and a link promoting healthy information sources to combat prejudice.
The campaign sparked conversations online all over Ireland, securing over 13 articles in the Irish media, numerous radio interviews, earned over 6 million media reach and impacted over 500,000 people on social media.