The problem we are trying to fix is to reduce plastic pollution through raising awareness about simple, day to day behavioral changes. In our case, it addresses the issue of single use plastic bottles in our town by advocating for bringing a re-usable bottle.
As an environmental devotee, I have concentrated my efforts around awareness, since avoidance is far more powerful than curing man-made problems. I believe that environmental literacy including simple behavioral changes such as using re-usable grocery bags and water bottle starts with awareness. Hence, we are placing awareness plaques and stickers at local community places like the library, gyms, YMCA etc. In an effort to reach a wider audience, we plan on using billboards to spread the message.
The billboard company estimated using data analytics and traffic patterns that the campaign delivered 2.9mm impressions (estimate of number of individuals who saw the message)!
Working collaboratively with a team involving town representatives and advertising company executives had a steep learning curve but in the end the success of the project made it an amazing experience.
Not too much really
Driving on the highway by the billboards and seeing different messages being displayed!
Creatively reaching out to organizations to find mutually beneficial opportunities for public service is certainly possible.
