Grey Vancouver broke an awareness campaign yesterday on behalf of the BC Used Oil Management Association. The messaging is designed to wake consumers up to the importance of recycling used oil as well as filters and containers, and is based on research that uncovered the shocking fact that one drop of oil can contaminate a million drops of water, says Craig Redmond, the agency’s VP/CD.

The campaign encompasses radio advertising and a grassroots communications program that will see two ‘Used Oil Recycling Ambassadors’ touring the province this summer in a branded hybrid vehicle to encourage British Columbians to properly dispose of their used oil materials at a return collection facility.

With media planning and buying executed by The Media Company, radio ads will begin a four-week flight starting July 9 on select radio stations across BC. The ambassadors kicked off their province-wide tour on June 1, and will visit more than 40 communities across the province until August 31.

Redmond says Grey Vancouver has been working with the BC Used Oil Management Association since 2004, during which time BC has become one of the leading provinces in the recovery of used oil materials.