The grandson of Fred Keller, one of the founders of behavior analysis, Jacob was 10 years old when he conducted the project for his elementary school science fair. We recently contacted Jacob to learn more about his project. He told us the inspiration came from a class field trip to the county recycling center, which included seeing video footage of landfills. "Those depressing images of the seemingly infinite oceans of trash inspired me more than anything to want to be proactive about recycling and get more people involved" (Jacob Keller, personal communication, August 12, 2010). When asked if his experience with the recycling project has affected his behavior as an adult, he said, "I recycle every week and am probably more eco-conscious as an adult having done the project. I drive a car that gets 41 mpg on the highway!" (Contains 2 figures and 1 table.) [This article was reprinted from "Journal of Applied Behavior Analysis," 24, 617-619, 1991, with permission from the Society for the Experimental Analysis of Behavior.]