Keep America Beautiful - Littering Is Wrong Too

LITTERING IS WRONG TOO

CAMPAIGN OVERVIEW

PRESENTATION AGENDAI. Introductions

II. Campaign At a Glance

III.The Cincinnati Pilot

IV. Pilot Results and Next Steps

A FRESH LITTER PREVENTION CAMPAIGN • Aimed at adult men and women, ages 18 through 34

• Utilizes proven social marketing techniques to:

• Get attention

• Engage (prompt interaction with campaign)

• Impact attitudes and behavior

• Overarching and consistent campaign for affiliates to adapt and localize

CAMPAIGN CREATIVE

AN ON THE GO CAMPAIGNBillboards

MORE BILLBOARDS

A LOCAL ANGLE

BAR AND RESTAURANT INDOOR POSTERS

FUN STUFF…

T-shirts, koozies, bumper stickers,

email stationar

y

LITTERINGISWRONGTOO.ORG

ENGAGING PEOPLE DIRECTLY IS CRUCIAL

REACHING THEM ON THE STREETS

THE LITTERING IS WRONG TOO CAMPAIGN IN CINCINNATICore components:

• Media relations

– To kick off campaign, throughout and at the 3 month pilot wrap-up (July 15 – October 15, 2010)

• Third party engagement

• Events

• Online contest

• Advertising and PSAs

– Billboards, indoor, online, radio PSAs

MEDIA COVERAGE HELPS KICK OFF AND CONTINUE THE BUZZ

THIRD PARTIES/COMPANIES LEND THEIR SUPPORT

CINCY TALKS LITTER!

….AND TALKS….

AND…

TALKS…

SPECIAL OPPORTUNITIES

Olympic Gold Medalist Misty May shares her

'wrong'

1,000th ‘wrong’ submission!

Grand Prize “Wrong” Submission:People who toss their cigarette butts

on the ground. Littering is Wrong too…

RESULTS: ENGAGEMENT SUCCESS

First Two Weeks:•“Wrong” entries – 438

•Total votes – 1,315

•Pledges – 51

Three Month Totals:•“Wrong” entries: 1,293

•Total votes: 3,717

•Pledges: 103

Three Month Website Traffic:

•Unique visitors: 4,465

•Average time spent on site: 2 minutes 6 seconds

•Most popular pages: Homepage followed by “Fun Facts”

QUANTITATIVE RESEARCH: POST-CAMPAIGN SURVEY FINDINGS 1 in 3 recognized the campaign name “Littering is Wrong

Too”

• 4 in 10 who reported awareness say it caused them to be more aware of others’ littering

• A similar proportion say it made them more aware of their own littering

• The percentage of young adults who consider reducing litter to be extremely important increased from 19% to 32% after the campaign

NEXT STEPS: NATIONAL ROLL-OUT1. Educating and training affiliates (initial and

ongoing)

2. Expanding campaign materials based on pilot learnings

3. Helping affiliates localize and adapt

4. Updating the LitteringisWrongToo.org campaign website

5. Leveraging social media via the KAB Facebook and Twitter sites and providing affiliates with local ideas

6. Creating a campaign Web interface for affiliates