CASE STUDY
Caltrans
Clean California Public Education Campaign.
Services Provided:
Market Research
Multilingual Marketing & Advertising
Strategic Planning & Implementation
Branding & Creative Development
Social Media
Website Development
Public & Media Relations
Public Service Messages
Events & Outreach
Partnership Development
Stakeholder Coordination
Paid Media Planning, Placement & Measurement
The Challenge.
Caltrans wanted to change the culture around littering across California—not just to reduce visible trash, but to inspire a long-term shift towards environmental responsibility. We needed to reach diverse audiences, from young adults to businesses, and get them involved.
Our Approach.
We developed a statewide multichannel strategy that combined traditional media, grassroots initiatives, and multilingual outreach. By partnering with community organizations and creating volunteer opportunities, we got Californians to not only talk about the issue but act on it.
The Results.
- Over 470 communities engaged, with 64,800 volunteers contributing 156,479 hours —equivalent to $6 million in value.
- 2.6 million cubic yards of litter removed since July 2021.
- Community awareness grew significantly, with outreach initiatives spanning 16 statewide events.
- Over 2 billion media impressions generated by June 2024.
2.6 million cubic yards of litter cleaned up since July 2021, equivalent to covering 9 lanes of I-5 from San Diego to Canada!
See the campaign in action.
