Recycle BC

Recycling in BC wasn’t reaching it’s full potential. So, we changed the game.

Despite years of campaigns, trust in recycling was low, contamination remained high, and residents were still confused by the rules. To shift behaviour, we needed a fresh motivator who could rally the province.

Enter Rick Cycle—Recycle BC’s own resident coach, inspired by pop culture’s most beloved motivators. Through pep talks, practical tips, and plenty of positivity, he became the face of recycling done right. This all-new, light-hearted platform helped us make recycling more approachable, showing BC residents that anyone can be an MVP.