Let's Trash Talk

Let's Trash Talk

This integrated advertising campaign for Keep America Beautiful utilizes the popularity of "internet drama" to create a conversation about inefficient recycling in the United States. The campaign's target demographic is young teens and primarily lives on the social media platforms they frequent. The copy reflects the language they use and encourages them to interact with the TrashTalker persona to find out more about proper recycling. Unique swag items help spread the word and build a community of supporters.

Both the pizza box poster and plastic bag poster are made to be displayed on public waste receptacles.
Billboard
Twitter account for the campaign's spokesperson persona, Bottle O'Tea (@TrashTalker).
@TrashTalker's educational social media interactions with the public.
Sticker of the @TrashTalker icon is a swag item that fans can be ordered online.
Those who want to further get involved can order this sticker to put on recycling cans in their homes and communities to encourage others to learn about proper recycling.