Petco x Ready D x G-CAP

Overview

A high-energy school activation created with PETCO, Ready D and G-CAP to teach learners how to separate PET plastic and Liquid Board Packaging using music, movement and simple behaviour cues. The goal was to make recycling feel real, achievable and part of daily school routines. I shaped the visual direction, messaging logic and content system for the activation.

The Challenge

Recycling education in schools is often confusing or abstract. Many learners do not know what counts as recyclable, teachers do not always have the tools to explain the process clearly and schools often lack the basic infrastructure to support separation at source.

PETCO needed an activation that could translate a complex recycling value chain into a practical, physical behaviour that learners could repeat at school and at home. The work had to be clear, exciting and culturally relevant.

The Strategy

Use culture as the entry point.
Use movement and performance to teach behaviour.
Use infrastructure to make the behaviour stick.

The strategy focused on

• A behaviour-first message: separate PET and Liquid Board Packaging

• A performance format that makes learning memorable

• Simple, multilingual educational materials

• Consistent colour coding and clear signage

• On-site demonstrations for correct sorting

• A three month inter-school recycling challenge

• A collection partner for each school

The approach brought together education, energy and practicality in one system.

Execution

The activation launched at Duneside Primary in Mitchells Plain with Ready D and the G-CAP dance crew leading a live performance that blended music, choreography and recycling instruction. Learners were shown how to identify PET plastic, how to separate it from food waste and how to recognise Liquid Board Packaging.

I shaped the visual system, message hierarchy and supporting content. This included:

• Behaviour lines and key messages

• Poster design and educational handouts

• Social content edits and vertical formats for Meta

• A clean icon and colour structure for sorting

• Simple templates for ongoing school communication

• Photography direction for activation documentation

Each school received:

• Colour coded recycling bins

• Bulk bags for collected material

• Behaviour posters

• Classroom guides created with the Pick n Pay Schools Club

• A collection partner to support the programme

The activation then rolled out to additional schools over a three month period, supported by a material collection challenge.