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Ontario Tire Stewardship

The Context

Prior to the inception of Ontario Tire Stewardship (OTS) in 2009, tires could often be found dumped in ditches, fields, forests and rivers, as well as landfills across the province. In 1990, 14 million tires caught fire in Hagersville, Ontario and burned for 17 days. Clearly there was need for consumer education and behaviour change around proper tire disposal and recycling. Proof Experiences has worked with OTS since 2010 and has tracked and measured the behaviour transformation over the past eight years. As part of this, we were excited to celebrate a huge program milestone: the recycling of the hundred millionth tire in 2017!

The Solution

We engaged more than 100,000 Ontarians during the Road to 100 celebratory tour, sharing the recycling story of the hundred millionth tire recycled since program inception in 2009. Our trained Brand Ambassadors traveled from Windsor to Wawa, giving consumers an opportunity to see and understand the past, present and future of tire recycling in Ontario, from the Hagersville Tire Fire to the innovative use of recycled rubber. The tour amplified OTS’ message of making a difference in communities and industries across Ontario by engaging more than 125,000 consumers over the seven-week tour and thanking them for their willingness to learn and be educated about tire recycling, and their contribution to the program milestone.

Services Provided

  • Creative Services
  • Production & Development
  • Experiential Campaign Strategy & Execution
  • Tour Planning
  • Brand Ambassador Recruiting & Training
  • Social Media Content Creation
  • Consumer Education
  • Reporting, Measurement & Analytics

“The day after the event I dropped off 6 tires that had been in my garage for years.”

2017 - Norfolk County Fair