Calendar

News

Don't Trash The 'Nati

"Don't Trash the 'Nati Keep Cincinnati Beautiful" focuses on changing attitudes and behaviors regarding littering. Its aim is to stop littering at the source.

According to Linda Holterhoff, executive director of Keep Cincinnati Beautiful, "This is a long-term marketing campaign that was two years in the making. Research on a national and local level helped us to determine where litter was coming from and who was doing the littering along our streets and in our neighborhoods.

Armed with this information a plan of action was designed with the objective of instilling a sense of community pride in teens, young adults and the community at large. A contemporary theme was tested in teens, young adults and the community at large. A contemporary theme was tested in focus groups conducted with the assistance of Procter & Gamble, and "Don't Trash the 'Nati Keep Cincinnati Beautiful" was born.

People assume that someone else will pick up litter off sidewalks and along highways, but there is no one out there with that job title. It is important that everyone take responsibility for keeping Cincinnati litter free. It is vital to a healthy community that we make a conscious effort to promote this campaign."

Click here to see the "Be the Change" - Don't Trash the 'Nati Video

Street Hoops

For the last five years the "Don't Trash The 'Nati... Be The Change" multimedia campaign has been on the streets. Our E-van (Environment-Van) has been specially modified to accommodate a basketball hoop and its powerful stereo keeps our participants pumped up with the hottest tunes out there. A staff of two sets up the hoop in areas where 15-24 year-old-males naturally gather. We engage them in 3-on-3 games while we promote pride in our community...the 'Nati! It helps to have the most popular urban radio station - WIZF "The Wiz" - with us doing live promos on site. Over 10,000 youth have participated in our street hits do far and we now boast a 90% recognition rate among our target group.


History

10 years ago, as a result of receiving so many complaints about roadside litter, Keep Cincinnati Beautiful launched a public awareness campaign to encourage the public to properly dispose of their trash.

Based upon research conducted by Syrek Associated for Keep Texas Beautiful, where it was reported that 71% of the litter along streets and highways is generated by males between the ages of 15 and 34, Keep Cincinnati Beautiful decided to target their campaign at the same demographic group.

With in-kind support from Procter & Gamble, Keep Cincinnati Beautiful conducted focus groups and determined that littering was an accepted behavior among this age group, with the attitude that "someone else will pick it up." Focus groups were also used to choose a creative advertising theme. They overwhelmingly chose "Don't Trash the 'Nati...Keep Cincinnati Beautiful." Outdoor billboards, bus billboards, and radio advertisements using "real" people were used to convey the message.

Sign up for e-newsletter:

 

801 Plum Street, Room 16 · Cincinnati, OH 45202 · 513.352.4380 · Fax: 513.352.4389 · KeepCincinnatiBeautiful.org