FOR IMMEDIATE RELEASE
Woodsy Owl Returns To Lead National Recycling And Battery Safety PSA Campaign
National Waste & Recycling Association and U.S. Forest Service Launch Licensing Partnership to Educate the Public
Las Vegas, NV – The National Waste & Recycling Association (NWRA) is proud to announce a new national licensed partnership with the U.S. Forest Service to launch a public service campaign featuring Woodsy Owl—America’s iconic conservation mascot—focused on safe battery recovery, responsible recycling, and restoring public trust that “Recycling is Real.”
Unveiled during NWRA’s 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.
“That little owl has been reminding generations of Americans to ‘Give a Hoot, Don’t Pollute’—and now, he’s taking flight again with a brand-new mission,” said Michael E. Hoffman, President and CEO of NWRA. “Improperly 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—it’s about leadership. The waste and recycling industry is stepping up to drive the national conversation on battery safety and recycling. We’ve done the research. We’ve tested the messages. Now, we’re mobilizing to make sure they resonate—clearly, consistently, and across the country.”
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:
“The Forest Service is excited to partner with the National Waste and Recycling Association in an initiative that promises to benefit our nation’s 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.”
The PSA campaign represents a critical step forward in public education around fire prevention, battery disposal, and the integrity of the recycling stream.
“This marks the beginning of our industry’s collective voice on these issues—and a call to all of our partners to join us as we break through the noise and get this message out across the nation,” Hoffman added. “So, give a hoot—and help us lead the way.”
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ABOUT NWRA
The National Waste & Recycling Association (NWRA) represents the private sector waste and recycling services industry. Association members conduct business in all 50 states and include companies that manage solid, industrial/hazardous, medical, and construction/demolition debris waste, and represent equipment manufacturers and distributors, and a variety of other professional service providers. For more information about NWRA, please visit www.wasterecycling.org.
ABOUT USFS
The U.S. Forest Service has for more than 100 years brought people and communities together to answer the call of conservation. Grounded in world-class science and technology– and rooted in communities–the Forest Service connects people to nature and to each other. The agency manages 193 million acres of public land, aids state and private landowners, and maintains the largest wildland fire and forestry research organizations in the world. The Forest Service also has either a direct or indirect role in stewardship of about 900 million forested acres within the U.S., of which over 130 million acres are urban forests where most Americans live. For more information about Forest Service, please visit https://www.fs.usda.gov/.
Media Contact
Genevieve O’Sullivan
National Waste & Recycling Association
gosullivan@wasterecycling.org
202-731-1812
National Press Desk
U.S. Forest Service
SM.FS.pressoffice@usda.gov