Wake County is often ranked as a #1 place to live, work and play by well-respected publications. Yet driving along our roadways shows we may not be living up to our #1 status when it comes to being clean and green.
“Chuck” was the answer to connect with a positive message of “Respect the Can”. The origins of the term 86it are debatable, but its definition is perfect: “to get rid of something; to throw it out.” It’s smart and it has definite sticking power to be a rallying cry. Welcome to the 86it Anti-Litter Movement.
*Work created and produced at R+M Agency
THE CHALLENGE
•Develop a solution for the counties’ litter problem — one that would motivate residents to rally pride in their community.
THE STRATEGY AND EXECUTION
•Research showed a positive message resonates deeper than a negative, more punitive one. A punchy name, “86it” and a tagline, "Respect the Can” were developed to gave trashcans the dignity they deserve.
•Creation of a character personified and emotionally connected the movement.
•Developed events and swag to canvas the county and spread the word, allowing individuals to own the positive outcomes.
MY ROLE
•Creative and client lead from naming and persona development to the artist selection and collaboration.
•Worked with Wake County commissioners to focus on usability of the campaign to create permanent, sustainable behavior change.
*Work created and produced at R+M Agency