Montgomery County realized they could save big if they could get people to recycle yard trimmings instead of bagging them for pickup at the curb. They asked The Ad Agency to help them change people’s behavior, which is a tall order. The County measured and quantified results at every step, so we had to get results from day one. We decided to win friends and converts among county residents by employing a light approach — an approach that was nonetheless backed by solid information and coupled with emotional appeal. The results have enriched the soil and the pocketbook of the county.