With an integrated mix of traditional, digital and social media, public relations, and grass roots promotion, the Thread team put into place a communications plan to gain approval of landfill expansion by demonstrating public support among residents of Riverview. The goal was to overshadow the small group of opponents, engaging high-credibility spokespeople, and “turn the tables” on social media. 

Thread also helped redefine the landfill’s brand image and created supporting marketing collateral to change the perception of the landfill from being an outdated, polluted dump to an environmentally conscious modern day waste facility.