Created by the Solid Waste Management Coordinating Board of Minneapolis, Green Guardian was the city's centralized resource for disposal information.

However, the site had no awareness and faced public apathy over the need for safe disposal of hazardous household waste.

Instead of using soft appeals to altruism, I wrote blunt, provocative ads, web banners and direct mail to address disposal-related issues and drive traffic to the web site. 

This approach has proven quite effective. During a mercury thermometer exchange promotion, our ad increased web site visits by 78% and completely used up the client’s supply of digital thermometers.