Tennessee has a lot to be proud of: the music, food, beautiful state parks, and Samuel L. Jackson. What it is not proud of are the 100 million pieces of litter on Tennessee roads or the $15 million annually spent picking it up. The Nobody Trashes Tennessee litter prevention campaign was the response to this problem.
Research:
Focus groups, quantitative surveys, and littering studies were designed and analyzed to inform the campaign. The major insights from the research were:
- Tennesseans have an immense amount of pride in their state. While each section of Tennessee (or “Grand Division”) has their own unique source of state pride, they all agreed Tennessee’s natural beauty comes first.
- However, what riled Tennessean’s state pride the most was hearing the numbers behind the littering problem (100M pieces of litter, $15MM in annual clean up). In fact 9 out 10 Tennesseans were less likely to litter after hearing these numbers.
- It was found that women were more likely to litter due to wanting to have the appearance of a clean car. It was also found that 81% TN survey respondents would not litter if their child asked them not to.
Strategy:
The campaign strategy was to remind Tennesseans of something they value more than the convenience of littering. Whether that is TN’s natural beauty, the amount of money spent to pick up litter, their children, or other sources of state pride.
An essential part of the messaging was to bluntly communicate the numbers of the littering problem. Proven in its effectiveness by the research and how it shows that a single act of "harmless" littering adds up to a larger problem.
An essential part of the messaging was to bluntly communicate the numbers of the littering problem. Proven in its effectiveness by the research and how it shows that a single act of "harmless" littering adds up to a larger problem.
Campaign:
TV Spot: The TV spot shows scenic views of Tennessee roads while visualizing how a single act of littering adds up to a larger problem. A point driven home by communicating that $15 million is spent annually on litter pick up.
Social Media: The strategy for social media was to highlight sources of state pride (especially TN’s beautiful scenery) and combine it with campaign messaging. The social voice was meticulously crafted to be witty, supportive of Tennessee, and blunt in its litter prevention messaging without being too preachy.
Clean Out Your Car Week: In a direct response from the research, a state sponsored “Clean Out Your Car Week” was held. A Nobody Trashes Tennessee cleaning crew traveled the state to help clean cars, pass out litter bags, and reduce the need to litter.
Youth Littering Education Campaign (Coming Soon):
Another response from the research, a youth litter education campaign will be coming to schools soon. The strategy is two-fold. Help educate the upcoming generation about proper littering behavior, and increase the potential of children influencing their parent’s littering behavior.
Another response from the research, a youth litter education campaign will be coming to schools soon. The strategy is two-fold. Help educate the upcoming generation about proper littering behavior, and increase the potential of children influencing their parent’s littering behavior.
Team:
Strategist: Alex Whitman
Copywriter: Ali Goldstein, Jenny Wagstaff
Art Director: Courtney Horrigan
Digital Creative: Jordan Lackey
Creative Director: Micheal Freberg
Producer: Patti Englebert
Public Relations: Cathy Conley
Account Director: Sarah Shuler
Account Manager: Layne Meyers
Principle: Valerie Salinas-Davis
Strategist: Alex Whitman
Copywriter: Ali Goldstein, Jenny Wagstaff
Art Director: Courtney Horrigan
Digital Creative: Jordan Lackey
Creative Director: Micheal Freberg
Producer: Patti Englebert
Public Relations: Cathy Conley
Account Director: Sarah Shuler
Account Manager: Layne Meyers
Principle: Valerie Salinas-Davis