LITTER AND IT WILL HURT

Situation

The Washington State Department of Ecology wanted to launch the first statewide anti-litter campaign in 10 years, attempting to involve the public in reducing intentional littering on roadways. Cynthia Hartwig managed the campaign; Cocker Fennessy was responsible for the public relations elements. Campaign research showed that typical litterers are young males who are unmoved by appeals to “save the environment.” They are motivated by messages about the stiff fines and penalties for littering, and are likely to change their behavior if they believe they might get caught. Advertising developed for this campaign is sarcastic and humorous, and focuses on the punishments for littering.

Cynthia Hartwig and Cocker Fennessy's Work

• Conducted message research and focus-group testing.
• Established a three-year marketing plan and comprehensive public relations effort.
• Created campaign strategy to build awareness of fines and the littering hotline, and to make litterers believe they will be caught.
• managed television, radio and print advertising conception and production.
• Secured media partnerships with Belo Marketing Solutions and Entercom Radio Network to secure corporate sponsors.
• Worked with state agencies, including the Department of Transportation and the Washington State Patrol.
• Developed a system to measure campaign outcomes.

Outcome

After the campaign was launched, awareness of the fines for littering as well as calls to the hotline rose significantly.

Work Examples

• "Litter and It Will Hurt" ads.
   

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Updated 12-21-07