The Recycling campaign, sponsored by Keep America Beautiful, aims to reinvigorate the recycling brand. These newest spots encourage consumers to recycle less frequently recycled items such as bathroom and personal care products.

The campaign aims to generate awareness, explain how and where to recycle, mobilize individual ownership and emotional connection to recycling through community building, and transform recycling into a daily social norm. The campaign shows consumers that their recyclable materials want to be something more, and promotes recycling as a way to give garbage another life.The video does not depict any certain nation or race. Though, the massage of recycling is universal and global.