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What seven days worth of garbage looks like

Glad Canada photo exhibit features personalities surrounded by their own trash

garbage 1garbageGlad Canada is aiming to raise awareness about the amount of garbage we create by co-sponsoring a photo exhibit that shows prominent Torontonians surrounded by a week’s worth of their trash.

The 7 Days of Garbage exhibit, also co-sponsored by the City of Toronto, is on display in Union Station’s Great Hall until Nov. 21.

“What we wanted to do was come up with a provocative way to drive awareness around waste until Canadians reduce our national footprint,” says Matt Kohler, vice-president of marketing at Clorox Canada, which owns the Glad brand.

The 12 photos on display aim to spark a “conversation about the sheer volume of waste we produce and the pressing need for Canadians to adopt more sustainable ways of life,” he says.

The project started when photographer Gregg Segal photographed friends, family and neighbours in Pasadena, Calif. in the settings of water, beach and forest, surrounded by a week’s worth of their rubbish.

Glad Canada noticed Segal’s photos “and thought this would be a great way to get the word out” and get them thinking about how much waste they generate, Kohler says.

Each 4 feet x 6 feet photo features an individual, couple or family surrounded by the trash they produce in one week.

The exhibit showcases the waste of Torontonians Kai Bent-Lee, son of chef and restaurateur Susur Lee; freelance writer Amanda Blakley, co-founder of the Toronto culture club The Society, and her family; Toronto Transit Commission CEO Andy Byford; James Yurichuk and Natey Adjei of the Toronto Argonauts and Mike Pilato, general manager of Clorox Canada.

Kohler says Segal insisted the subjects collect their own garbage for a week.

“Ever since I was a kid, I’ve wondered about garbage — where does it go and what happens when we run out of places to put it? With 7 Days of Garbage, I call attention to the crisis of waste and consumption, by personalizing it,” said Segal. “From there, I’ve found that some have started to consider the issue more deeply, and I hope this state of awareness will follow the exhibit to Toronto.”

Kohler says brands today have to do more than communicate features and benefits. “You’ve got to connect with the consumers on an emotional level. This to me was one of those ways that we could do that.”

Normally, it’s difficult for brands in low engagement categories to create such connections, he admits. “Most people don’t really want to think about their trash. A successful experience with your trash bag is no experience at all”

Aside from a media launch, the exhibit is being promoted online with the hashtag #7daysofgarbage.

Devon Consulting is Glad Canada’s public relations agency of record.




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