PA Fights Dirty
Commonwealth of PA
One tiny piece of trash may seem meaningless. But when added together, all that little litter becomes a real problem. In fact, 85% of all Pennsylvania roadway litter measures 4 inches or less— and adds up to roughly $350 million per year in related costs.
PA needed to clean up its roadways. And Red House decided to pitch in.
Our strategic, creative, production and media departments came together to raise awareness of the issues with little litter. Change behaviors. And encourage all Pennsylvanians to fight dirty.
This anti-litter battle cry draws upon the state’s grit and determination. The logo mark features a keystone-shaped kettlebell. Rough, hand-lettered type speaks to PA’s tenacity and willingness to work for real change.
Stop-motion videos showed how quickly wrappers, straws and cigarettes could become real problems for PA.
From Trash to Inspiration: Watch the Behind-the-Scenes Video
To understand the growing issue with little litter, you have to experience it. To help Pennsylvanians do just that, we filled bus shelters with real PA litter. And created an attention-getting and, hopefully, behavior-changing installation.
Because our focus was on roadside litter, outdoor boards, bus wraps and bus shelters were as much a part of the media strategy as social, digital and broadcast.
A peek behind the scenes.
