The City of Fresno is located at the base of the Sierra Nevada Mountains. Known for agriculture and proximity to 3 National Parks, the economy relies on preserving nature. Mayor Jerry Dyer launched “Beautify Fresno” in 2021 to improve the city’s appearance through clean-up events and waste management partnerships. While this effort improved the city’s appearance, Mayor Dyer and his team aim to change littering behavior long-term through a partnership with JP Marketing.
You Are What You Litter
The JP creative team brought several concepts to the table, which were then thoroughly vetted by the mayor’s staff. Ultimately, the campaign that resonated most was called, “Don’t’ Be A Litterhead.” This concept tackled the litter problem head-on. By using a humorous approach, the campaign created a clear and memorable message that was able to easily translate into three threshold languages for residents: English, Spanish, and Hmong. Our creative team produced a video, billboards, bus wraps, digital and social ads, and contributed ideas for public outreach events, like the Million Pound Challenge.
Transforming the City, One Piece of Litter at a Time
We got to work bringing this concept to life in the form of a television commercial. We enlisted Windsong Productions to help us translate our storyboard onto screen. Using imagery of things that were identified as the ‘most littered’ items in Fresno along with the help of Mayor Jerry Dyer, we had the opportunity to create a spot that was colorful, entertaining, and showed we’re all in this journey of a litter-free city together.
Together We Can Beautify Fresno
Furthermore, one of the most impactful elements of this campaign was turning our messaging into meaningful change. To do so, we assisted with a public outreach campaign called the “Million Pound Challenge.” Our team developed the logo and a variety of PR materials to help push this effort over the finish line. As a result, in less than 12 months, crews and volunteers were able to successfully remove over one million pounds of litter from the streets of Fresno.