READY ARTWORK X
PLASTIC WASTE CAMPAIGN FOR LA COUNTY
Public Sector
Ready Artwork designed and ran a first-of-its-kind public awareness campaign helping Los Angeles County reach residents and food service businesses under the Single-Use Plastics Ordinance, funded by a California Ocean Protection Council grant. The campaign has since completed its full 12-week flight.
12
Week Campaign
2
Audience Tracks
2x
Languages
WCAG
AA Compliant
THE ASK
Getting Los Angeles to Go Plastic-Free! County passed a Single-Use Plastics (SUP) Ordinance requiring food service businesses to eliminate single-use plastic packaging and switch to compostable alternatives. But awareness was low, especially among small food service operators and the communities they serve.
OUR APPROACH
The campaign used coordinated digital channels with bilingual messaging (English and Spanish) built around a simple philosophy: behavior change through awareness, not pressure. Rather than a one-size-fits-all push, Ready Artwork built two parallel audience tracks, business and community, and met each one where it already lived online with culturally relevant, WCAG AA-compliant creative.
WHAT WE BUILT
A COMPLETE CAMPAIGN ECOSYSTEM
Dedicated Campaign Landing Page
We designed and developed a dedicated landing page, ‘Join the Movement‘ for ZeroPlasticWasteLA.com specifically to support this campaign. The page features a business pledge form, community resource information, campaign details, and a multilingual language toggle. All elements were developed in compliance with WCAG 2.0 AA accessibility standards.
Educational Video Production
Ready Artwork developed campaign strategy and produced two education videos: one targeting Los Angeles County food service businesses explaining ordinance requirements and compostable alternatives, and one for the broader community explaining the SUP ordinance and how residents can participate.
12-Week Paid Digital Campaign
A full-scale bilingual paid digital campaign running across six platforms simultaneously: Google Search, Bing, YouTube, Meta Facebook, Meta Instagram, and a streaming TV platform (Netflix, Hulu, Roku, or Paramount). English-language targeting was the primary audience, with a 35% Spanish-language allocation reaching LA County’s Spanish-speaking businesses and residents. Ready Artwork managed all campaign setup, ad copy, creative assets, and ongoing optimization across every channel for the full 12-week flight. Monthly performance reports delivered throughout. Campaign was expedited to meet the OPC grant expenditure deadline.
Community & Business Pledge Program
We built and launched a pledge programs directly on the campaign website, allowing the community and food service businesses across LA County to formally commit to reducing single-use plastics. Within days of launch, dozens of businesses submitted their pledges to make a positive change in the community.
DELIVERABLES
EVERYTHING FROM BRIEF TO LAUNCH
Ready Artwork served as the end-to-end digital partner on this campaign, delivering across strategy, design, development, production, and media placement.
Campaign Strategy Document
Full digital outreach strategy covering objectives, target audiences (businesses and community), messaging approach, channel mix, and 12-week campaign structure.
Business & Community Educational Videos
Produced and approved videos explaining the SUP ordinance, compostable foodware requirements, and how businesses and residents can join the movement through ZeroPlasticWasteLA.com.
Landing Page
Full campaign website built on WordPress, including multilingual toggle, pledge form, community resources page, and video integration.
Multilingual Language Toggle
Multilingual language toggle built into the site navigation, allowing all content to be served in both languages to reach LA County’s diverse communities.
Business Pledge Form
Live pledge intake form for food service businesses to commit to going plastic-free, with automated notification routing to the Ready Artwork and LA County teams.
12-Week Paid Digital Campaign
Bilingual paid campaign across Google, Bing, YouTube, Meta Facebook, Meta Instagram, and streaming TV. English primary targeting with 35% Spanish-language allocation. Includes all ad setup, copy, creative assets, ongoing management, and monthly reporting.
That combination of scale and precision meant the County’s message reached residents at a volume no in-person outreach effort could have matched, while still landing specifically within the county lines the ordinance applies to.
HOW WE REACHED LA
The Zero Plastic Waste LA campaign used a coordinated set of digital channels to reach both food service businesses and residents, each with tailored messaging and calls to action.
The campaign ran concurrently across every major digital channel, with bilingual creative built specifically for each platform and audience segment. Ready Artwork managed setup, copy, assets, and optimization end-to-end.
THE RESULTS
Over its 12-week run, the campaign drove over 1,100 pledges and certificates, nearly 14,000 landing page views, and close to 1.8 million combined impressions across streaming, paid social, and search. Paid social and connected TV led the way, and engaged audiences converted at dramatically higher rates than cold ones, confirming the funnel worked as designed. By the close of the flight, the pledge form had connected over a thousand community members and dozens of food service operators with LA County’s free compostable foodware program.
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GOVERNMENT CAMPAIGNS DONE RIGHT
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