thirty years after the crying indian : thoughts on development of new littering campaigns

1. Thirty years after �The Crying Indian�: Thoughts on development of new littering campaigns Georgia Litter Summit August 30, 2006

3. The Crying Indian Campaign Sponsor: Keep American Beautiful, Inc. Agency: Marstellar, Inc. Campaign Launch: 1961 "The Crying Indian," first aired on Earth Day in 1971 Tagline: "People Start Pollution. People can stop it."

4. Campaign Success The Crying Indian Campaign: Helped usher in Earth Day and the launch of the Environmental Protection Agency Motivated 100,000 people in the first four months to request a booklet on how to reduce pollution Helped reduce litter by as much as 88 percent over a 10-year period Won two Clio awards; Ad Age and TV Guide described it as one of the 50 greatest commercials ever Target is those who already have an affinity for the international AIDS issue. Believers = 11% of the popuation; are the most sophisticated group, in their 40s, educated, high income. Wanna Believers=21% of the populatoin, have high affinity for this issue and want to help.Target is those who already have an affinity for the international AIDS issue. Believers = 11% of the popuation; are the most sophisticated group, in their 40s, educated, high income. Wanna Believers=21% of the populatoin, have high affinity for this issue and want to help.

5. Campaign Relevance Environmental Climate (1960�s) Environmental issues largely unrecognized by the public. National highway system developed in the �50�s People began throwing trash out of their car windows Virtually no environmental laws There were not any national efforts or educational programs to prevent litter This environmental climate (or lack there of) led to the notion of connecting a media image with an environmental message. In other words, connect a visual image that taps into the publics emotion and willingness to change their behavior. It raises awareness of the problem while providing fulfillment information on how you can help change it! This environmental climate (or lack there of) led to the notion of connecting a media image with an environmental message. In other words, connect a visual image that taps into the publics emotion and willingness to change their behavior. It raises awareness of the problem while providing fulfillment information on how you can help change it!

6. Campaign Relevance Environmental Climate (2000�s) Education � Schools and communities have adopted programs and efforts to help teach the public about litter prevention Policy � Environmental laws for litter management waste cleanup have been implemented and enforced on the national, regional, state and local levels Technology and industry � Jobs and equipment have been developed to manage waste This environmental climate (or lack there of) led to the notion of connecting a media image with an environmental message. In other words, connect a visual image that taps into the publics emotion and willingness to change their behavior. It raises awareness of the problem while providing fulfillment information on how you can help change it! This environmental climate (or lack there of) led to the notion of connecting a media image with an environmental message. In other words, connect a visual image that taps into the publics emotion and willingness to change their behavior. It raises awareness of the problem while providing fulfillment information on how you can help change it!

7. Campaign Need: Then vs. Now This environmental climate (or lack there of) led to the notion of connecting a media image with an environmental message. In other words, connect a visual image that taps into the publics emotion and willingness to change their behavior. It raises awareness of the problem while providing fulfillment information on how you can help change it! This environmental climate (or lack there of) led to the notion of connecting a media image with an environmental message. In other words, connect a visual image that taps into the publics emotion and willingness to change their behavior. It raises awareness of the problem while providing fulfillment information on how you can help change it!

8. Are Georgians Ready? Metro Voices/Metro Choices Survey of General Public Telephone survey of 2,543 regional Metro Atlantans (Fourteen counties containing and surrounding the city of Atlanta) Conducted between March 16 and April 11, 2005 Study Objective: Gain a greater understanding of social issues at the community level and level of individual engagement Key Findings on Environmental Issues: 68% feel a lot or some work needs to be done (4th out of 14 issues) 75% believe individuals can help a lot or somewhat (3rd out of 14)

9. Future Considerations Georgians are ready to be engaged when it comes to Environmental Protection. The right messaging could get people to act. Public Service Advertising can be a great way to reach your audience and ask them to change their behavior. Recommendation: DO YOUR RESEARCH! Your strategic message has to be clear and the advertising has to emotionally connect with your audience in order for it to work.