Excitingly, the switch to extended producer responsibility (EPR) for the Beverage Containers Program will bring an immediate benefit to consumers. Starting April 1, 2024, consumers will receive a full refund on beverage container deposits at redemption centres (RCs), a departure from the half-back system in place for over 30 years. Encorp plans to highlight this positive change through an ad campaign titled “Recycling Matters. Full Refunds Add Up.” The campaign, running aggressively from April to December 2024, will include geotargeted online ads on various websites, social media platforms and mobile devices, newspaper ads, radio and Spotify ads, in-store ads on retail PA systems and digital screens in grocery stores, pharmacies, restaurants, malls and cinemas, as well as outdoor digital billboards and transit (bus) ads. Additionally, all RCs will receive new consumer education posters and handouts.
To address RCs’ concerns about consumers hoarding UBCs and overwhelming RCs on April 1, Encorp will only start ads regarding the full deposit refund after a media launch event scheduled for Earth Day (April 22, 2024).