CAMPAIGN: Don’t Be A Litterhead
CLIENT: City of Fresno’s Beautify Fresno
SERVICES: Digital Marketing and Advertising, Public Relations
The City of Fresno’s Beautify Fresno initiative was a cornerstone in the Mayor’s strategy to eliminate litter in the city’s public spaces. Seeking to change behaviors in a fun yet memorable way, we created a campaign called “Don’t Be a Litterhead.”
The messaging utilizes humor to resonate with residents while highlighting some of the “most littered” items, like cigarettes, coffee cups, and food wrappers. The message spread quickly through video, radio, billboards, digital ads, and bus wraps, generating over 13.6 million total impressions.
To convert this messaging into meaningful change, our team developed the idea for the Million Pound Challenge, which aimed to remove 900,000 pounds of trash by sanitation crews and 100,000 pounds by volunteers in 2022. Remarkably, that milestone was reached around the eighth-month mark, well ahead of schedule.
“When it comes to providing quality content and maximum results for public service messaging, JP Marketing (now HYPHEN) is the gold standard. Their work for our ‘Don’t Be A Litterhead’ campaign was both effective and memorable, and we still get compliments on it years after the campaign is over!!”
Mark Standriff Director, Beautify Fresno
