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Unilever is taking a major stance on recycling.

On April 30, the company launched a campaign in partnership with Keep America Beautiful called Rinse. Recycle. Reimagine. The initiative was designed to educate consumers about recycling in their bathrooms and inspire them to reimagine what their empty bottles could be.

“Nine out of 10 Americans know that their empty bathroom bottles are recyclable, but less than half report that they bring them to the bin,” said Gina Boswell, executive vice president of personal care at Unilever. “There’s a more basic understanding of the kitchen counter parts, meaning the products in the kitchen are more likely to wind up recycled versus the shampoo and body wash bottles that are common in the bathroom.”

Unilever has also partnered with a few Vine stars like Zach King to engage audiences in short videos that the company is calling #reimagine that. For example, the company created a video that shows a guy jumping to a bath and his Axe Body Wash turns into a boat. When users share images and use the hashtag, they are entered to win reimagined prizes.

“Each of our brands have their own individual channels and are going to be participating while urging consumers to recycle,” added Boswell.

The campaign goes hand in hand with the Unilever Sustainable Living Plan, where the goal is to increase recycled material by 2020.

“We feel a responsibility to shine a light on [consumers not recycling their bathroom bottles],” said Boswell. “Hopefully, we can use that scale to spark a shift in consumer behavior.”

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