Reaching California’s Ethnic Communities

When we embarked on designing a campaign to promote paint recycling on behalf of PaintCare to Chinese-speaking populations in California, we wanted to make sure we based our campaign on data rather than long-held assumptions. What kind of messaging would resonate with this population?

Did they know paint was even recyclable?

Most Chinese-speaking communities did not know paint is recyclable, we found. We spoke to nearly 70 residents in Southern and Northern California and found that 92% didn’t know paint is recyclable. However, when asked if they would be likely to recycle paint, 72% said they would.

We also found that at least 40% of those surveyed said they had leftover paint in their homes that could be recycled at a participating paint store. The biggest motivator was found to be doing the right thing (66%).

PaintCare aired in-language radio ads in the San Francisco Bay Area. We pitched the story to Chinese-language media throughout California and placed six stories in print and TV stations including ETTV, Skylink and TVB.

Here’s a segment in Cantonese that ran in Skylink TV featuring our resident champion Cindy Gan and a segment on ETTV featuring our very own Philip Kao and Gan.

KPCC Radio also aired a story on the campaign.

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