The Arizona Department of Environmental Quality launched its recycling and waste-reduction campaign with a clear goal: to educate Arizonans on recycling, composting, and waste reduction in a way that is engaging and easy to understand. Contamination rates can exceed 30% statewide, leading to higher costs, sorting inefficiencies, and safety risks for workers. By partnering with cities and private recycling facilities, ADEQ created clear, relatable content using humor and pop-culture storytelling to drive behavior change. The strategy delivered strong results, including more than 1.4 million video views, 300,000 impressions, and 200,000 engagements—demonstrating how creative communication can reduce contamination, protect workers, and support a more sustainable Arizona.