Inspiring visitors and residents to keep California clean and beautiful
About this project
Client
County of San Luis Obispo
Services
Marketing Campaigns, Creative, Media
The opportunity
Across San Luis Obispo County, multiple cities were becoming alarmed at the increasing amount of litter they were seeing in parks, on beaches and on the streets. The cities joined together to create a county-wide coalition to address their growing pollution concerns. Faced with state mandates for reducing marine debris in waterways and requirements to create a community based social marketing campaign, the partners turned to JPW for help with creating an effective campaign that would inspire both residents and tourists to reduce litter across the county.
The approach
JPW worked with partner cities to understand their unique local challenges, as well as the shared community values across the entire region. The final campaign, “Central Coast Clean,” provides an ownable differentiator for the coalition, using local terminology for the area and defining what it means to be “Central Coast Clean.” The campaign offers each city the opportunity to make the campaign more specific to their own community with light-hearted puns and fun taglines for each one. The campaign relies on scenic photography of local, familiar and beautiful outdoor locations usually with water visible (whether it is the ocean, a lake or creek) to capture and build upon local pride.
The solution
“Central Coast Clean” creative concept
Comprehensive marketing and media plan
Complete video and photo production including all scripting, shot lists and coordination
Eleven (11) short anti-litter videos
Suite of custom photography
Website landing page copy and assets
Key message development
Digital ad suite and transit ads
Social media strategy, copywriting, content development and asset management
Partnership package to secure new partners
The reward
A series of 11 videos, a complete suite of ads, and a locally focused marketing campaign were implemented on multiple platforms. In the first four months of the campaign, Central Coast Clean garnered more than 977,000 impressions. The videos have been viewed a combined 25,700 times on Facebook and an additional 12,100 times on YouTube. The campaign is designed to build engagement and inspire pollution prevention over the next two years and beyond.