1. Clean land, safe water, healthy lives.
Promoting a Trash Free Potomac

2. Background
In 2005, the Alice Ferguson Foundation (AFF) created the Trash Free Potomac Watershed Initiative (TFPWI) to address the growing trash problem in our region by:
encouraging collaboration among regional leadership
exploring alternative, innovative, cost-effective solutions with long term impact; and
increasing public awareness

3. To combat the severe problem with trash in the Potomac Watershed, The Alice Ferguson Foundation and local jurisdictions are embarking upon a public education campaign to raise public awareness and bring a stop to litter so that we may have clean land, safe water and healthy lives.

4. Change individual behavior to stop the flow of trash at its source
Campaign Objectives
Change attitudes
Change individual behavior to stop the flow of trash at its source
A trash free Potomac by 2013

5. Target Audiences* Group 1 (Trashers) Group 2 (Not really’s)
Gross trashers
Micro trashers
Group 2 (Not really’s)
Reformed trashers
Trasher tolerant
Group 3 (Core believers)
Militant non-trashers
* Source:

6. Research Methodology
To obtain the most complete picture, AFF engaged individuals from target audiences:
watershed-wide phone survey and focus groups (2008)
Potomac Watershed Trash Summit – October 28, 2009
one-on-one stakeholder interviews
one-on-one media interviews
focus groups with trashers
Washington, DC/U St: (December 1, 2010)
Hagerstown, MD: (November 30, 2010)
Gaithersburg, MD (March 6, 2010)
Springfield, VA: (March 6, 2010)
Northeast DC/Deanwood: (April 20, 2010)
one-on-one in-depth interviews with psychologist
9 trashers: November 5, 2010
5 trashers from 3 regions: April 26, 2010

7. What We Learned: Phone Survey
A Public Campaign is Needed:
There is a strong will to address the problem…
63% bothered “a lot” by litter
66% want the public sector to commit more resources to the problem
84% believe individuals must help
But, lack of knowledge:
Only 42% of watershed residents understand that they live in the Potomac River watershed
63% are not sure whether litter is filtered out of stormwater; another 13% are certain it is

8. What We Learned: Stakeholders
Campaign should personally connect for people that what they do in their home or neighborhood has an impact on friends, families, others around them.
Although there may not be a single icon that appeals to all areas of Watershed, finding something that most people value is important.
Campaign message needs to use powerful imagery
“We need a message that tugs at the heart, makes a personal connection to people; not just a theoretical impact down the road. But – why would it benefit me not to trash?”

9. What We Learned: Media
When asked if their readers found keeping trash out of the Potomac important, the responses were as follows:
Absolutely yes. Our readers are inherently aware of the environment. With the Potomac running through our town, this is very important.
Yes, but I think many need to be reminded why trash is important as a pollutant, as opposed to being just an eyesore.

10. What We Learned: Focus Groups
Trashers engage in:
denial
“It’s not trash.”
rationalization
“It doesn’t matter.”
“My litter wouldn’t hurt anyone.”
externalization
“Volunteers like getting together to clean up.”
“It’s their own fault.”

11. What We Learned: Focus Groups
Trashing is a behavior that helps people not feel bad about themselves.
Trashers actually feel good from trashing; it is self- enhancing
Trashers are not motivated by sense of community or the Potomac.
What community?”
“What has the Potomac got to do with me?”
But, they do have a real need to be consistent with their values (family, home, car, etc.).

12. Challenges and Opportunities
Break through the defense
But, avoid overwhelming them; making them feel bad about themselves

13. Campaign Message
OBJECTIVE: Overcome the unconscious rewards and desires to dispose of trash by helping trashers feel empowered and important as caretakers for those they love.
MESSAGE: By choosing to take care of trash, I am protecting myself and my family’s health, happiness and safety.
SUPPORT POINTS: Improperly disposed trash contributes to filth and toxins harmful to you and those you love.
TONE: Empathetic, supportive and responsible.
By choosing to take care of trash, I am protecting myself and my family’s health, happiness and safety
Providing a powerful, universal, higher order reward
Allowing them to protect and be the responsible adult
Addressing their need to act with autonomy; they choose to do this
Support points: Providing a powerful, universal reward
Allowing audience to protect and be responsible adult
Allowing them to “choose” to do this
TONE: Empathetic, supportive and responsible.
With them; understand them; not angry or “demonizing” for trashing behavior
Offering potential to take pride in that they do
As a caring responsible adult

14. CAMPAIGN TAGLINE

15. Implementation Goals How will this be accomplished?
2011- Message reaches 50% of residents in the D.C. metro area
2012- Message reaches 75% of residents in the D.C. metro area
2013- Message reaches 100% of residents in the D.C. metro area
How will this be accomplished?

16. How Will This Be Accomplished?
Multi faceted strategy
Integrate campaign into existing government jurisdictions’ operations (i.e.WMATA, WSSC, WASA)
Integrate campaign into existing business community operations (ie. retail stores displays)
Engage citizens: schools, watershed associations, churches, community outreach)

17. Campaign Strategies
Roll out a steady stream of integrated communications at the umbrella, cross- jurisdictional level, including:
earned media
thought leadership (e.g. bylined articles, letter- to-the-editors)
social media (e.g. blogs, Facebook, Twitter)
Public Service Announcements (PSAs)
speaking engagements

18. We Want to… Engage stakeholders and local businesses
Secure partnerships with universities and youth organizations
Make use of interactive channels and tools
Partner with local businesses
Create visibility through earned media
Connect with community leaders
Leverage existing resources (e.g. newsletters, community Websites, local radio and news broadcasts, media buys)

19. How We Will Support this Effort
Campaign communications toolkits include:
template articles and letters-to-the-editor
suggested earned media targets
media outreach tips
regularly updated pitch angles and draft pitch s
e-blast copy
template Web copy
recommendations, suggestions and guidelines for social media outreach
template presentations for speaking engagements/meetings
posters, ads, flyers, point-of-purchase signage, etc.

20. How to Use the Toolkit
Creative pieces: For the first year, choose 3 of the pieces (posters, flyers, decals, bumper stickers, print ads, etc.) and disseminate through your jurisdiction. This number should increase each year, budget allowed.
Communication pieces: These pieces (e-blasts, social media, template op-eds, fact sheets, etc.) are designed to easily fit into channels you are already using. Choose three to use each season during the first year, increasing the number as budget and time allows.

21. Schools: Here’s How You Can Help
Disseminate information via PTO/PTA, parent newsletters and student papers
Encourage students to form a volunteer team for a local cleanup
Distribute book bag flyers once a season to students
Host an assembly where AFF staff members can speak about the local environment and the litter prevention movement

22. Non-Profits: Here’s How You Can Help
Help build awareness by incorporating campaign e- blasts, sound bites and web copy on existing newsletters, social media and other forms of communication
Encourage influential local leaders to be campaign spokespersons (church leaders, community celebrities, etc.)
Reference the campaign’s ability to advance your organization’s own goals
Create a group cleanup team

23. Businesses: Here’s How You Can Help
Encourage and teach employees how to properly dispose of trash
Host a brief lunch where AFF team leaders can speak about the campaign and research
Allow campaign posters and/or flyers to be placed in and around your facility
Use existing newsletters, social media and communication tools to support campaign messages
Create a company cleanup team and trash pick-up competition

24. What You Can Do to Prevent Litter*
Changing a common behavior, like littering, starts with you. Each person must accept responsibility for their actions and influence the actions of others around them at home, at school, in your place of business, and in the community at large.  Start with these actions:
Encourage those that litter to understand the connection between litters and the things/people they care about.
Choose not to litter.  Make the commitment now to join with thousands of other Americans to not be a litter-bug. 
Join others on the Trash Free Potomac Watershed Facebook page. Get your friends and family to join. 
Remind others not to litter and explain why. 
Get litter bags or portable ash receptacles to share.
Volunteer in your community to help prevent and cleanup litter—from cigarette butts to illegal dumps. 
* From Keep America Beautiful Website

25. What You Can Do to Prevent Litter (con’td)*
Set an example for others, especially family, co-workers, friends, and children by using trash and/or recycling receptacles and not littering. If you see litter, pick it up.
Always have available a litter bag in your car.
If you are a smoker, carry and use a portable or pocket ashtray.
Make sure your trash cans have lids that can be securely fastened or use bungee cords to hold them in place.
Secure all bags and use twine to secure loose trash for curbside trash collection.
Tie paper into bundles before placing into curbside recycling bins.
Pick up after your dog as you walk through your neighborhood.  Use newspaper delivery bags, "scoopers", or other easy-to-use methods to clean up after your pet. Be sure to put pet waste in trash receptacles and not recycling bins.
* From Keep America Beautiful website

26. QUESTIONS? Contact: Becky Horner Alice Ferguson Foundation
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