NWRA announces a new national licensed partnership with the U.S. Forest Service to launch a public service campaign featuring Woodsy Owl鈥擜merica鈥檚 iconic conservation mascot鈥攆ocused on safe battery recovery, responsible recycling, and restoring public trust that 鈥淩ecycling is Real.鈥� Unveiled during NWRA鈥檚 Annual Awards Gala at WasteExpo 2025, the campaign marks a powerful moment of industry leadership as lithium-ion battery fires continue to threaten waste and recycling operations nationwide.
鈥淭hat little owl has been reminding generations of Americans to 鈥楪ive a Hoot, Don鈥檛 Pollute鈥欌�攁nd now, he鈥檚 taking flight again with a brand-new mission,鈥� said Michael E. Hoffman, President and CEO of NWRA. 鈥淚mproperly discarded batteries are now one of the greatest fire risks to our trucks, our facilities, and our people. And too many Americans still doubt whether the items they recycle are truly being recycled. This campaign is about more than outreach鈥攊t鈥檚 about leadership. The waste and recycling industry is stepping up to drive the national conversation on battery safety and recycling. We鈥檝e done the research. We鈥檝e tested the messages. Now, we鈥檙e mobilizing to make sure they resonate鈥攃learly, consistently, and across the country.鈥�
The campaign is being developed through a licensing agreement with the U.S. Forest Service and is rooted in extensive message testing conducted by NWRA. It will officially launch to the public in August 2025, coinciding with the start of the school year. Though unable to attend the gala in person, the Forest Service shared remarks from John Crockett, Deputy Chief for State, Private, and Tribal Forestry:
鈥淭he Forest Service is excited to partner with the National Waste and Recycling Association in an initiative that promises to benefit our nation鈥檚 waste management efforts. With Woodsy Owl, our national conservation and anti-pollution icon, leading the way, we aim to showcase how collaboration with the industry can lead to significant reductions in pollution through effective recycling and waste management practices. We are optimistic about the potential of this partnership and look forward to creating a future with a lasting positive impact in our national forests and communities nationwide.鈥�
The PSA campaign represents a critical step forward in public education around fire prevention, battery disposal, and the integrity of the recycling stream. 鈥淭his marks the beginning of our industry鈥檚 collective voice on these issues鈥攁nd a call to all of our partners to join us as we break through the noise and get this message out across the nation,鈥� Hoffman added. 鈥淪o, give a hoot鈥攁nd help us lead the way.鈥�