Hill & Knowlton Launches Anti-Littering Campaign
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Hill & Knowlton Launches Anti-Littering Campaign

Keep America Beautiful, in partnership with Keep Cincinnati Beautiful, is launching a new litter prevention education campaign developed by Hill & Knowlton and creative partner DavieMcLean.

Paul Holmes

NEW YORK—Keep America Beautiful, in partnership with Keep Cincinnati Beautiful, is launching a new litter prevention education campaign developed by Hill & Knowlton and creative partner DavieMcLean. The “Littering is Wrong Too” campaign enables citizens to get involved by writing their own ads on the campaign website, and links littering with other wrongdoings like “networking at a funeral” or “breaking up on Valentine’s Day.”

 

The campaign is directed

at young adults, who have been found to be most likely to litter, and aims to use humor to change perceptions of those who litter and the act of littering, and ultimately to induce a change in behavior.

 

“Sadly, many still don’t view litter as a problem,” says Matthew McKenna, president and chief executive officer of Keep America Beautiful. “They don’t understand that litter has a real and serious economic impact on a community, in addition to the environmental fallout. We’re hoping to engage people through this campaign and in that process, get them to recognize that littering is a problem, but a preventable one.”

 

 “We designed this campaign to be as engaging as possible,” adds Lena Davie, vice president, Hill & Knowlton. “Litter is not something people think about every day, so we knew that we had to make the campaign fun, and different, to catch their attention, and hopefully get them talking.  We playfully put litter on their radar and in doing so remind them that it is still a problem, and that it’s socially unacceptable.”

 

Hill & Knowlton has been working with Keep America Beautiful since the beginning of 2009 on recycling as well as litter prevention issues.

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