Created in collaboration with leading national bottled beverage companies BlueTriton Brands, American Beverage and other organizations, this is the first PSA dedicated solely to recycling PET plastic water bottles, which are 100% recyclable and meant to be repurposed into new bottles. This campaign is one of many actions the industry and organizations like Keep America Beautiful are taking to help improve national recycling rates. While achieving stronger recycling rates in the U.S. will also require action from companies, NGOs, and government officials to address critical issues like infrastructure, collection, and development of end-markets for recycled materials, the goal of this campaign is to increase participation from consumers in recycling empty bottles to drive a larger societal behavior shift to feed a circular economy. Grey Advertising worked pro-bono and remotely through the COVID-19 pandemic to produce a high-quality, influential PSA rooted in social science to inspire behavioral change.