The study examined how first generation ethnic minorities in Southern Ontario responded to different recycling promotion and education campaigns. Focus groups were conducted with 77 participants from various ethnic backgrounds. The results showed that first generation ethnic minorities did not respond well to print and online materials, and found newsprint and signage the least effective. Participants were confused by the messages and some felt insulted materials were not translated. The conclusions indicated municipalities need to rethink their promotion materials for ethnic minorities and engage third parties to help deliver culturally appropriate messages as demographics change over time.