PHOENIX -- City leaders unveiled a new recycling and sustainability campaign Wednesday with hopes of cutting back the amount of waste sent to landfills.
Reimagine Phoenix is based on five-action steps, according to Mayor Greg Stanton.
"Reduce, reuse, recycle, reconsider and reimagine," said Stanton. "Reimagine trash. Trash is a resource, it needs to be thought of that way."
As part of the campaign, the city rolled out new pumpkin-colored trucks wrapped in the Reimagine Phoenix logo. Stanton also announced a new city-wide goal of reducing the amount of trash sent to the landfill by 40 percent by 2020.
"We want the city of Phoenix to take its rightful position as a leader on recycling and diversion," said Stanton. "It's going to take a lot of work but we can get the job done."
The Reimagine Phoenix campaign also aims to improve several current recycling programs, including Green Organics, which is a green waste curbside collection program started in late February 2013.