Class:
Not-For-Profit Promotion
Objective:
To provide a statewide litter program
with awareness items provided without cost; to help reduce litter
control costs for the state.
Strategy and
Execution:
The "Let's Keep
Georgia Peachy Clean" campaign kicked off on Earth Day 1990.
Billboards, radio and press kits were used but there was no budget
for anti-litter awareness items. In April 1991, an
innovative specialty advertising counselor proposed soliciting
corporate sponsors for these items, and soon 'peachy clean' logo art
began appearing on litter bags, bumper stickers and t-shirts to give
the campaign high visibility. Major sponsors included Pepsi-Cola
(bumper sticker premiums in 12-packs containing 100% recyclable
aluminum cans), Winn-Dixie (stickers offered as a premium with
purchase), and Arby's (litterbags and t-shirts donated to
Adopt-A-Highway groups to wear when picking up litter). Georgia
Power used license plates on company vehicles and gave them to
employees for their personal cars.. Litterbags were distributed at
all Georgia "welcome centers," interstate rest areas, state
information booths and on speaking engagements. The sponsors
provided 400,000 litterbags, 100,000 bumper stickers, 3000 t-shirts
and 1000 license plates at no cost to the state.
Results:
From April
through November 1991, a total of 560,670 specialty advertising
items were distributed, and the program will continue throughout the
Nineties. The D.O.T. Public Affairs Director reports results for two
years: "Visible roadside litter has been reduced 12% and state
taxpayers have been able to save in excess of $200,000 in reduced
litter control cost."
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