Art Direction, Design & Layout
In PA, little litter is a big problem. In fact, 85% of Pennsylvania’s roadway litter is 4″ or less. To create awareness and, ultimately, behavioral change, the creative team developed a fully-integrated public awareness campaign using actual litter. It’s an approach that attracted attention. And made people think twice before tossing their trash.
The combination of stop motion video and sound design helped deliver key anti-litter messages. And showed the impact little litter can make.
After filming, we took the litter back out to the streets and invited Pennsylvanians see for themselves just how fast a little trash can turn into a big problem.
Performance:
The PA Fights Dirty 2023 campaign successfully achieved statewide awareness through impactful digital and traditional paid media placements with notable added value. Overall, the campaign generated over 44.2 million Impressions consisting of 40 million Lifestyle Impressions and 4.2 million Digital Impressions. The campaign resulted in nearly 43.5K Clicks on digital vehicles with a 1% CTR and $1.69 CPC.
Behind the scenes:
