New Orleans Breaks Anti-Litter PSAs

DALLAS Peter A. Mayer has launched a PSA campaign for the City of New Orleans that encourages its residents to keep their city clean.

The initiative was conceived by the Greater New Orleans Broadcasters Association, which enlisted the shop to create a campaign that is planned to last five years.

According to agency creative director Josh Mayer, the work was developed to urge New Orleans residents to change their attitudes and behavior about litter.

“This campaign really targets young people—those 25 and under,” he said. “If we can get through to them that it’s un-hip to litter, especially in their peer groups, then we’ve got a chance.”

The campaign introduces the tagline “Imagine it clean” and includes TV, print, radio and billboards. The three TV spots broke last Friday and will play for the “considerable future,” said Mayer.

“Chicken Attack” opens with a young man sitting on a park bench. As he looks up from his book, he sees a young woman flirting with him while snacking on a chicken drumstick. As she finishes her lunch, she throws the trash over her head. After it lands on the ground, the man looks at her with disgust. The next shot shows the girl splattered with her own trash. The onscreen copy “Trash your city, trash yourself” completes the spot.

The remaining two spots follow a similar theme and use the same taglines. “Butt Man” shows a guy flirting with a girl at a stoplight. As he empties his ashtray over the street, she speeds away. The last shot shows the man covered in cigarette butts. “Bubblegum Hottie” begins with a young woman walking down the street. While passing three young men, she spits her gum onto the ground. As she steps in her own gum, the men recoil. The spot ends with the girl lying on the street covered in her own gum.

The print work includes one ad that features a baby in a crib surrounded by filthy trash. The ad uses the same “Trash your city, trash yourself” line. Outdoor takes a direct approach with the simple copy, “There is no place for trash.” Print work will run in local publications, and outdoor will be updated weekly, Mayer said.

The pro bono campaign was produced by New Orleans-based Morrison Productions and funded by waste-management firm Browning-Ferris Industries, the shop said.