Translation nightmares

Let me tell you about the time I realised that I might be an environmental translator who spent too much time thinking about recycling.

Was it when I found myself photographing recycling posters while running through Reykjavik Airport almost missing a connection?

Was it when I gave my best friend a glass recycling bin wrapped up for Christmas?

Was it when I stopped a dinner party in its tracks with an impassioned speech about proper sorting practices?

No, it was when I found myself stumbling around the house at 2:00 AM looking for a pencil, having come up with an entire marketing campaign for a German recycling initiative with, let's say, lacklustre messaging.

I'd been thinking about their slogan all day. It worked in German, but the literal translation meant absolutely nothing in English. And now the slogan was all over their marketing materials, encouraging precisely nobody to recycle.

Ouch.

It bothered me because I know how important messaging and storytelling is to changing consumer behavior.

Apparently, it perturbed me so much that I couldn't sleep. I turned on a light and scribbled down every idea I could come up with.

Based on the notes by my bedside, there was a campaign encouraging fans to engage in recycling-based rivalry and a programme where people could exchange empty cans for credits to go on holiday.

The next day, I left my charger at home and turned up for an appointment a day early. Clearly I needed to think less about recycling and spend more time enjoying quality sleep.

If you need me, I'll be literally and metaphorically dreaming up ways to help businesses persuade consumers to recycle more...