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National paint manufacturers created the nonprofit PaintCare to run recycling programs in states with paint product stewardship laws. Through PaintCare, the paint industry sets up drop-off locations for unused paint, arranges for proper disposal of the paint, and conducts outreach and education about proper paint disposal management.
PaintCare, Inc. approached Marketing Partners for in-market assistance in promoting and launching the PaintCare program in Vermont.
We needed to reach three distinct audiences to increase paint disposal for recycling: local paint stores, regional solid waste districts, and Vermont residents with left-over or unused paint tins around their home.
Marketing Partners coordinated with the Vermont Agency of Natural Resources to announce the program and support the Vermont program manager for local one-day events and hyper-local promotion of participating retailers and regional solid waste districts.
In year one, PaintCare Vermont exceeded goals for the number of drop-off store locations and gallons of paint collected.
Vermont achieved the highest per capita rate of paint recycling of the eight states in the U.S. with paint stewardship laws.