Identity- and pride-based mass-media anti-litter campaigns
#00082
Reframe not-littering as an expression of who people already are — local pride, group identity — rather than an environmental instruction. Aimed at the demographics most likely to litter and delivered through broadcast and social media at scale.
Texas, USA
SuccessTexas Department of Transportation (TxDOT) / GSD&M· since 1986· Region
Texas's anti-litter campaign was launched in 1986 by the state transport department (TxDOT) after research identified the typical roadside litterer as a young male (18–35) who did not perceive littering as a problem. Ra…
Roadside litter reduction (1986→1990)1986 levels~72%%
First-year litter reduction (1986→1987)1986 levels~29%%
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