The project is a collaboration with Student Housing & Dining Services Sustainability and Marketing teams. The goal is to change and expand the image of sustainability to be more inclusive of all backgrounds and present different perspectives of its significance with the hopes of changing behavior through visual messages. The vision for this initiative is to rebrand the blasé perception of sustainability into a newer, more impelling dialogue that reaches beyond the campus by establishing UC Davis as a leader in sustainability. For this project, advertisement messaging primarily focuses on waste awareness and reduction to align with RecycleMania (now Zero Waste).