Green Circle Salons
Green Circle
Salons
Endless Possibilities campaign
Beauty waste can actually be beautiful when you make collecting it fun.
When you think of beauty salons, your mind doesn't go to recovering waste streams and recycling. But there's potential there to make the most of resources, and people from all walks of life care deeply about reducing waste. The trick is getting them to see and enjoy their role in the process.
Start the conversation in their language.
Make the leap from waste to possibility.
Put the idea in their hands.
Show how it works.
Celebrate their wins.
Green Circle Salons' narrative is the potential of collective action. Those stories hinge on behavior change, which is one of the tallest orders in communications. It means immersing yourself in your audience's mindset to discover who they really are. I found that in their craft: making people feel beautiful. Getting them to see that same transformative potential in beauty waste was the core of the campaign story. And to build the momentum to drive behavior change, I just needed to find heroes to carry the message: stylists.
