'What is as Wrong as Littering?'

NEW YORK, July 19 /PRNewswire/ -- Litterers beware! Keep America Beautiful (KAB), in partnership with Keep Cincinnati Beautiful (KCB), is launching a new litter prevention education campaign that calls attention to the inappropriate act of littering and the thoughtlessness of offenders. The campaign, "Littering is Wrong Too" was developed by Hill & Knowlton (www.hillandknowlton.com) and creative partner, DavieMcLean (www.daviemclean.com).  It allows everyone to get involved in a unique way by writing their own ads on the campaign Website, www.LitteringIsWrongToo.org. The campaign links littering with other wrongdoings like "networking at a funeral" or "breaking up on Valentine's Day," while also defining the personality of the litterer as a socially unaccepted jerk.

Geared at young adults, who are found to be most likely to litter, the campaign entertains in order to get people talking. The ultimate goal is to change perceptions of those who litter and the act of littering, to induce a change in behavior and lead to a cleaner, more beautiful city.

The campaign kicked off July 15 in Cincinnati, where a three month pilot is being conducted. The goal is for the campaign to be rolled out nationally early next year. KAB is currently seeking sponsors for the national effort. In the meantime, Cincinnati residents will see and hear a lot about the problem of litter in the coming months.

"Sadly, many still don't view litter as a problem," said Matthew McKenna, President and Chief Executive Officer of Keep America Beautiful, Inc. "They don't understand that litter has a real and serious economic impact on a community, in addition to the environmental fallout. For example, a recent KAB study found that litter in a community can decrease property values by seven percent. We're hoping to engage people through this campaign and in that process, get them to recognize that littering is a problem, but a preventable one."

The Cincinnati pilot will feature ads on billboards, posters at popular bars and restaurants, online, city events and the radio. In addition to concerts and outdoor events, residents will be exposed to the campaign at select professional baseball and football games as well as local college sporting events, where they will have an opportunity to write their own "wrongs" and showcase them in photos and videos that will be featured and voted upon on the campaign Website, www.LitteringisWrongToo.org.

Residents can "write their wrong" online, adding their own creativity to the campaign.  Throughout the pilot period, residents can compete for the "wrongest wrong" with prizes being awarded throughout the time period and a grand prize winner announced upon completion of the campaign. Cincinnatians are encouraged to share their wrongs, photos and videos with friends and family through their social networks, helping generate more buzz for the problem of litter while engaging residents in a humorous way.

"We designed this campaign to be as engaging as possible," said Lena Davie, vice president, Hill & Knowlton. "Litter is not something people think about every day, so we knew that we had to make the campaign fun, and different, to catch their attention, and hopefully get them talking.  We playfully put litter on their radar and in doing so remind them that it is still a problem, and that it's socially unacceptable."

Hill & Knowlton has been working with Keep America Beautiful since the beginning of 2009 on recycling as well as litter prevention issues.

ABOUT KEEP AMERICA BEAUTIFUL

Keep America Beautiful, Inc., established in 1953, is the nation's largest volunteer-based community action and education organization. With a network of over 1,200 affiliates and participating organizations, Keep America Beautiful forms public-private partnerships and programs that engage individuals to take greater responsibility for improving their community's environment. To learn more, visit www.kab.org.  

ABOUT HILL & KNOWLTON

Hill & Knowlton, Inc. is a leading international communications consultancy, providing services to local, multinational and global clients. The firm is headquartered in New York, with 79 offices in 44 countries, as well as an extensive associate network. In Florida, the firm has offices in Tallahassee, Tampa and Miami. The agency is part of WPP, one of the world's largest communications services groups.

SOURCE Hill & Knowlton