June 24, 2026
When organizations are considering joining a new initiative, they often have the same question: “Will this work for us?”
That challenge was central to our work supporting the NexTrex® Grassroots Movement, a program that empowers nonprofits, municipalities, educational institutions and community organizations to collect and recycle plastic film while generating funding to support their missions.
NexTrexis a material sourcing initiative for Trex Company, which manufactures high-performance composite decking from 95% recycled and reclaimed content, including a mix of industrial wood scrap and polyethylene (PE) plastic film. Notoriously difficult to process, plastic film cannot be recycled in curbside bins with other materials like paper, cardboard and glass. Trex and its NexTrex program offer one of the few viable solutions for consumers, companies and organizations looking to responsibly dispose of this increasingly problematic material.
While the NexTrex Grassroots Movement had built a strong foundation since its launch in 2022, there was significant opportunity to expand participation. To help drive growth, Trex worked with LCWA to develop a communications strategy to increase awareness, attract new partners and ultimately grow plastic film collection for use in Trex’s high-performance, wood alternative decking.
Finding the Story Behind the Program
Our team conducted interviews with existing Grassroots partners to better understand what motivated organizations to join and what benefits they experienced through participating. One insight quickly emerged – prospective participants weren’t looking for another sustainability statistic – they wanted proof that organizations like theirs could see meaningful results. These conversations shaped one of the campaign’s most effective tactics: partner success stories.
Putting Partners at the Center of the Story
Rather than relying solely on program messaging, we developed and pitched in-depth case studies featuring three distinct partner types:
- Otsego ReUse Center, a community resale facility
- Plastic Beach, a nonprofit recycling organization
- Union County, a municipal partner
Each story demonstrated how organizations with different missions and structures successfully integrated the program into their operations while advancing their sustainability goals.
Not only did these case studies celebrate partner achievements, but they also provided practical examples for prospective participants and offered media outlets compelling, community-focused narratives that extended beyond traditional recycling coverage.
Creating Momentum Through Credibility
Partner storytelling was just one component of a broader communications strategy that included tactics such as targeted media outreach and seasonal storytelling tied to observances such as Earth Day and Plastic Free July. Together, these efforts helped elevate awareness of the Grassroots Movement among key audiences, including nonprofits, municipalities, higher education institutions and community organizations.
Results that Exceed Expectations
The campaign ultimately generated 4,359 earned media placements, 922.5 million impressions and more than $13.8 million in media value. More importantly, it demonstrated the impact authentic storytelling can have on behavior change. Over the course of 2025, 38 new partner organizations joined the NexTrex Grassroots Movement – an 18% increase YoY.
Media success and partner growth weren’t the only wins. Plastic film collection increased by 66.7% YoY, growing from 2.4 million pounds to more than 4 million pounds over the course of the campaign.
For communicators, the takeaway is simple: when trying to inspire participation, sometimes the most persuasive message doesn’t come from the organization behind a program. It comes from the people already succeeding within it.