We wanted to revitalize our pop tab collection efforts to benefit Ronald McDonald House Charities® of Chicagoland & Northwest Indiana (RMHC®-CNI).

RMHC-CNI recycles pop tabs, which helps fund family’s stays at a Ronald McDonald House® close to their child in a hospital.

We started with an email and video teaser of a slow-motion close up of the dramatic twist and pop of the tab, to communicate that every tab can make a difference.

We kicked off the promotion at our AT Summerfest charity event with tent cards promoting “The Power of One” on every desk and surface. Posters and a video used CGI to build objects out of tabs to depict their transformational power. We even had a “Mr. Big Tab” that displayed 30 days of pop tab collection inspiration to encourage AT employees to save their tabs so they could be recycled.

Improved collection containers were strategically placed near beverage coolers and recycling bins to help make saving pop tabs an almost automatic behavior. We also promoted the effort to save tabs with a floor-to-ceiling “tab takeover” window display that showed our collection growing during the two months of Summerfest

In the two years prior to our Power of One promotion, we collected 5 pounds of tabs. In the six-month period starting with Summerfest, we collected 31.5 pounds of tabs, an increase of over 600%...which added up to more families being able to stay close to their child at a Ronald McDonald House.

It all started with one tab...joined by another…and another…and another.

That’s the Power of One.