Harnessing the power of multiscreen advertising
The Greater Lebanon Refuse Authority (GLRA) in Lebanon, Pennsylvania needed help engaging its local community. Comcast Advertising was able to step in and help GLRA achieve its goals. In this case study, we see the power of Comcast Advertising’s multiscreen targeting capabilities on full display – and for the good of a local community.
GLRA significantly increased community participation in battery recycling through a strategic multiscreen TV campaign. The organization saw a +114% increase in countywide participation in battery recycling and a +112% increase in monthly battery collections.1
Helping local waste management engage its community
Sparking passion for and inspiring community involvement in waste management can be a challenge for any local municipal authority. But GLRA was determined to find a way to do just that. The organization sought to raise awareness of its battery recycling program and encourage community participation.
Connecting community with multiscreen strategies
Comcast Advertising worked with GLRA to create a promotional strategy intended to have a meaningful impact in the community. The solution was to launch a multiscreen video campaign that promoted battery drop-off locations and reinforced the importance of safe battery recycling.
Environmentally conscious people and those in charge of household waste decisions were key audiences on which to focus. We reached those audiences by targeting specific segments based on age, income, and occupation. A Golf Channel package was also added to increase reach and frequency due to the network’s viewership among our target audiences.
The power of reaching the right audiences
GLRA’s battery recycling campaign was a success. It raised awareness, but it also did so much more than that – it drove action.
By tapping into Comcast Advertising’s multiscreen TV solutions, GLRA got its message across. Specifically, the campaign reached 82% of in-audience households.2
One of the most impressive results was a +114% lift in the number of people countywide who participated in battery recycling.1 This increased community involvement had a real impact. Monthly battery collections rose from 7–8 boxes per month to 15–17 per month.1 More people got involved, more batteries got recycled.
Community feedback was overwhelmingly positive. The campaign’s success has been highlighted by the state as a model for other counties interested in starting a countywide battery education program as part of a new state grant opportunity. GLRA was the first in the state to secure this new funding and has advanced into a multi-year advertising campaign with Comcast Advertising.
Highlighted results
+114% increase in countywide participation in battery recycling1
+112% increase in monthly battery collections1
82% target reach2
Sources: 1. Greater Lebanon Refuse Authority data, 2024–2025. .2 Comcast aggregated viewership data combined with ad exposure data. Case study market: Harrisburg-Lancaster-Lebanon-York. Category: Municipal Authority. Target as defined by Experian. FY 2024.