The Oneida-Herkimer Solid Waste Authority is set on practicing advanced, environmentally-friendly solutions for waste management and recycling in their communities. We helped them dig deep to clarify this mission and distinguish their brand identity. A part of this resulted in a new, stronger website, saturated online presence, and new name, The Authority. As they initiated a single stream waste management system across Oneida and Herkimer counties, we implemented digital and grassroots strategies to engage communities to take an active role in properly disposing garbage and recyclables. Such actions we crafted included the Recycle One campaign, the Trash Can Film Festival, the Green Team, and AmIRecyclable.com - an online and social media event lasting years and producing real awareness and award-winning results. More importantly, the now informed efforts of the Oneida and Herkimer county communities have lengthened the lifespan use of The Authority's Regional Compost Site.