MAIN IDEA | PURPOSE & OPPORTUNITY
Litter has become an agressive issue in Cincinnati, even in some of its most prominent areas. There is great opportunity for an anti-littering campaign to have effect on the civilians in these neighborhoods. The purpose of this campaign is to raise awareness and give residents of Cincinnati the knowledge and the tools to take action on preventing litter.
OBJECTIVE |WHAT DOES THIS PROJECT WORK TO SOLVE?
This project works to educate, engage, inspire, maintain and grow the city of Cincinnati. By the end of the campaign, KCB hopes to raise awareness among the target audience by 7% and see an overall change in the amount of daily litter.
TARGET AUDIENCE | WHO ARE WE TRYING TO REACH?
The target audience for this campaign is Cincinnati residents ages 18-35, both male and female. Specifically residents with an average/comfortable household income, who are concerned with the condition of the environment, have involved themselves in city cleanup initiatives or verbalized an opinion on the negative effects of litter.
ENVIRONMENT | WHAT’S HAPPENING IN THE MARKETPLACE?
Social media has become a prominent trend in today’s market. Gaining effective attention from our target audience will require a loud presence on these popular, digital platforms. With more outlets for information comes more opportunities for advertising, however it is easy for users to detect when they are being marketed to. Interactive marketing using strategies such as guerilla advertising have shown to be effective in these circumstances.
ATTITUDE | STYLE AND TONALITY
In contrast to previous campaigns, KCB is using this opportunity to project a brighter, more positive and more youthful brand voice.
KEY CONSUMER BENEFITS | FEATURES AND BENEFITS
KCB has urban revitalization programs that strategically address the quality of life issues caused by litter across the city. There are also free environmental education programs provided to public, private and parochial schools, such as classroom presentations, assemblies, and field trips.