Virginia State-Wide Litter Awareness Campaign Status
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Virginia's Litter. It Just Isn't Natural. Campaign Poster
In 2002, the Department of Environmental Quality and the Litter Control and Recycling Fund Advisory Board helped develop and produce materials to support efforts for a statewide litter-awareness campaign. The goal of the campaign, "Litter...It Just Isn't Natural," is to raise awareness about littering and its harmful impacts on innocent, living things. Ultimately, the hope is a litter-free Virginia.
Since 2003, the focus has been on distributing this message to a variety of audiences across Virginia. Key to this effort was the distribution of campaign marketing materials to the litter prevention program managers who are the outreach contacts for the locality and citizens. Each program manager received copies of the campaign poster, TV and radio PSA pieces, and a number of educational outreach pieces (premiums).
The campaign served as a unifying theme for the 2005 Spring Statewide Litter Campaign, a multi-agency litter awareness effort (April-June).
Virginia's Anti-Litter Campaign - History
In 2001-2002, the Department of Environmental Quality (DEQ) and the Virginia Litter Control and Recycling Fund Advisory Board funded the development of a unified, statewide campaign to raise awareness about the importance of litter prevention in the Commonwealth.
The campaign is designed to provide litter prevention programs across the state with a unified theme and the design for campaign materials which they can produce and customize for their local litter prevention program activities.
As part of developing the campaign theme, qualitative audience research was conducted in the Fall of 2001. The research consisted of a series of one-on-one interviews with young adult men (age 18 - 35), representing urban and rural Virginia residents. This audience was determined by litter prevention experts in Virginia to be the most likely to litter. The research showed that the most compelling anti-litter messages pertain to the injury or harm that litter causes to innocent life -- especially wildlife, children and the environment.
With that in mind, the campaign theme is:
Communications materials designed and produced for the campaign demonstrate the impact of litter on wildlife to convey the importance of litter prevention for all Virginians. Additionally, a number of training sessions were held in 2003 for program managers in order to maximize the campaign's effectiveness.
TV and radio public service announcements were produced for distribution to local radio and TV stations by the local litter prevention programs. In addition, artwork for the campaign logo and an in-theater slide has been provided on a CD ROM which is included in each Litter Program Manager's Campaign Book. A poster has been produced for distribution to local litter prevention programs.
For access to campaign materials and for additional information, contact your Local Litter Prevention Program Manager.