Saturday, March 14, 2015

Rethink 2.0

You may have seen this around a bit. We started a new social purpose company in Ohio called BrainBox ltd. We started this company back in November and we've been busy since. Today, BrainBox is excited to share our most recent project: "East Price Hill Recycles" Campaign. As you recall, our first social venture was rethink i3. BrainBox is the second evolution of our efforts to become active participants of the new social movement that brings the crowd to social change.

The City of Cincinnati, in partnership with Rumpke Recycling, Green Umbrella, Keep Cincinnati Beautiful, and Metro is launching an integrated recycling campaign in the neighborhood of East Price Hill in Cincinnati.

The campaign will on March 16th. We will be canvassing the 5,000 or so residential homes in Cincinnati's East Price Hill (EPH). Our primary goal is to increase and sustain curbside recycling participation in EPH. Our secondary goals are (1) identify barriers and benefits of recycling for the EPH community, (2) test the idea that the availability of interior bin for a household resolves a major barrier for sustained recycling behavior, and (3) raise awareness of recycling in general and specific challenges Rumpke Recycling faces and the community can assist. (For example, plastic bags can't be recycled and they jam a $32 million dollars Rumpke recycling operation.)

Businesses, schools, and community organizations will also be targeted, for a fully integrated approach.

Cincinnati's current curbside recycling participation rate averages 70%, making it a leader in the Mid-West. The city has a goal of becoming a national leader. It plans to targeted all 50 neighborhoods over the next 10-15 years. We hope to continue to gather important recycling data along the way.

While the commitment to sustainability and curbside recycling is very common in other cities, very few have the infrastructure necessary to measure the impact of such an undertaking. The City of Cincinnati has been lucky enough to incorporate Radio Frequency Identification Tags (RFID Tags) on all Rumpke recycling trucks. All recycling carts are given a specific Tag Identification Number. This allows the city to track every cart and to know when each specific cart is tipped by the recycling truck. This type of infrastructure is new in the world of curbside recycling and Cincinnati is one of the few cities in the country that has it giving city the measurement tools necessary to take on such a large effort. BrainBox is excited to be able to document its success and help continuously improve.

BrainBox ltd is a social purpose company dedicated to serving other social purpose companies and projects through our process management abilities and our understanding of social impact and collective actions and behavioral changes for the better. For more information about the company, please visit

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