LITTERING IS WRONG TOO CAMPAIGN OVERVIEW
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