Keep America Beautiful
Driving measurable behavior change through a national litter reduction campaign
Situation Summary
Situation Summary
Keep America Beautiful sought to reduce cigarette litter across the United States through its Cigarette Litter Prevention Program (CLPP), a national initiative aimed at increasing public awareness of the environmental and economic impacts of cigarette waste on streets, waterways, and local communities.
The program required coordinated communications across hundreds of communities, each with distinct local conditions and media markets.
Qorvis Solution
Qorvis Solution
Qorvis designed the launch and sustained visibility of CLPP in 186 communities nationwide.
We tailored outreach for each market by interviewing local program leaders to understand their priorities and community dynamics. Based on those insights, we developed custom press materials, built targeted media lists, and engaged print, television, and radio outlets.
In addition to earned media engagement, Qorvis developed supporting communications materials for affiliates, including fact sheets, flyers, and public service announcement scripts, ensuring consistent national messaging with local flexibility.
As a result of our campaign, the Cigarette Litter Prevention Program achieved an average 46% reduction in cigarette litter in participating communities.
The campaign received an Honorable Mention in the 2009 PRNews Non-Profit PR Awards in the Corporate/Non-Profit Partnerships category.