The Recycle Right is an integrated campaign tackling the crisis in Hong Kong where 70% of recycled clothing is deemed waste by the government. The strategy uses high impact visuals, such as a 12 foot tall collection bin only 30% full, to symbolize the small fraction of textiles successfully recycled. By combining brand partnerships with Zara and Tommy Hilfiger, social media challenges, and the world’s first textile recycling e guidebook, the campaign educates consumers and advocates for government policy changes to make a circular fashion economy possible