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Regional Litter Prevention Campaign
Template Planning Tool Guidelines: How to Use the Toolkit in Your Jurisdiction
The Alice Ferguson Foundation’s (AFF) Regional Anti-Litter Campaign is designed to effortlessly fit into current programs in your jurisdiction and offers a variety of template tools for you to implement as needed/appropriate. The following guidelines describe each piece of the toolkit and how it can be used.
AFF encourages each jurisdiction to use at least a few of the provided tools each quarter, helping support a steady stream of campaign messages which will continuously reach the public and build awareness of the issue.
The toolkit includes:
- Creative Pieces: These are intended to spread the overall message through a unified theme, look and feel.
- Communication Pieces: These are meant to allow you to seamlessly communicate to the public information about the campaign, the problem with trash, and how to join the cause.
- Campaign Resources: This outlines available resources to assist in the implementation of the campaign in your county.
Using the toolkit, each jurisdiction is asked to help achieve the following objectives:
- build awareness among Washington, D.C. residents and local businesses
- help to drive behavior change among “trashers”
- work with the Alice Ferguson Foundation (AFF) to achieve the following campaign goals:
- Year 1: have 50 percent of the D.C. metro area exposed to the campaign
- Year 2: have 75 percent of the D.C. metro area exposed to the campaign
- Year 3: have 100 percent of the D.C. metro area exposed to the campaign
Target Audiences:
- Trashers
- Gross trashers/micro trashers (currently litter)
- Reformed trashers/trasher tolerant (don’t litter, but don’t mind if others litter)
- Militant non-trashers (stop others from littering)
- Community leaders
- Local businesses
- Local media
- Residents
Toolkit Pieces:
Creative Pieces
The creative pieces listed below are designed with the campaign logo and tagline, and can be used in any way your jurisdiction deems necessary and appropriate. Each piece is included in the e-file that accompanies the toolkit. In order to be effective, it is recommended that at least three of the following tools be implemented throughout your county within the first year, increasing the number as the budget allows.
- Billboard: Many jurisdictions allow and use billboards on county highways. It is recommended that this campaign billboard be placed on a major commuter road or other location the jurisdiction feels will allow for message penetration among a high volume of the general public.
- Poster: The campaign poster can be used in public facilities, such as recreation centers, government offices, schools, libraries and parks. This will also be the template for bus shelter ads, side of bus ads, metro ads and point of purchase ads. The size of the poster file can be manipulated depending on the needs of the jurisdiction. It is expected that the campaign poster will be the most used item throughout the entire region.
- Flyer: The campaign flyer can be used in various ways, including as part of county mailings by government agencies and service bills (WASA, WSSC). It may also be used in door-to-door local neighborhood outreach. For these purposes, color, one- or two-sided printed material would be preferable to remain consistent with the efforts to preserve the environment.
- Decal: A campaign decal can be used as a giveaway to display in offices, homes, businesses, schools, trash cans, garbage trucks and personal vehicles. The decal has the potential to increase support and buy-in to the campaign at an effective pace.
- Bumper Sticker: Similar to the decal, the campaign bumper sticker can be a promotional giveaway as part of outreach by all partners. It can also be provided to school children/parents, sanitation companies, etc.
- Print Ad: The campaign print ad can be placed in jurisdictional agencies’ newsletters to the public, as well as in community newspapers, church bulletins and local magazines.
- Radio PSA: Radio stations are mandated to allocate a set amount of time to public service advertising. These 10 and 30 second, pre-recorded radio PSAs can be submitted to community relations or PSA directors at any local radio station.
PSA download for partners only: For more information about becoming a campaign partner, please contact Litter Prevention Campaign Coordinator, Becky Horner, at .
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Online Ad: The online ad has been designed in a range of sizes that can be inserted in county and city government Websites as a link to the central campaign website. Partner organizations may choose to display this on their websites as well.
- Visual Toolkit Pieces for partners only: For more information about becoming a campaign partner, please contact Litter Prevention Campaign Coordinator, Becky Horner, at .
Communication Pieces
The communication pieces of the campaign are designed to actively engage, educate and increase support and awareness among the public. Throughout the year, you will receive new templates with updates related to new findings, campaign progress, timely news hooks and events. It is recommended that at least three of the following tools be implemented throughout your county during the first year, increasing the number as budget and time allows.
- E-Blasts: Your jurisdiction will receive email copy that can be shared through e-blasts to community members, included in government newsletters, distributed to listservs that include schools, businesses, and community groups. E-blasts can easily be forwarded from one person to the next, spreading campaign messages exponentially.
- Social Media Recommendations: This document outlines ways that your jurisdiction can easily implement social media activities (such as Facebook and Twitter) to support the campaign in your county. It identifies what you can do with existing resources, thus making the messages convenient to manage.
- Template Letter-to-the-Editor/Op Ed: This template letter will allow you to either proactively disseminate information to community newspapers or respond to an article that may include relevant or related topics.
- Template Presentations for Speaking Engagements: The template presentation deck can be used by the jurisdiction or any partner organizations that would like to speak at local meetings, public venues, PTA meetings, etc. It includes an overview of the problem with litter in the region and provides information regarding the campaign. There are slides that can be used to build support among other stakeholders, sharing the tools available to execute the campaign in their locality. There is also content that can be used with area residents to raise awareness of the issue and provide tips on taking person responsibility for litter prevention.
- Book Bag Fact Sheet: The book bag fact sheet is a seasonal, family-friendly document. It is meant to engage both children and parents in the issue, educate them on solutions and inform them of what they can do to alter their litter habits. This flyer can be shared with schools and included in their existing schedule of handouts. Coming Soon
- Written Sound Bites: A variety of “sound bites,” or brief talking points, will be provided that can be read by spokespeople at public events such as concerts, meetings and county fairs. For example, an announcer at a county fair might remind event attendees to sign up for the upcoming Potomac River Watershed Cleanup to support the anti-litter movement.
Campaign Resources
These resources include information and documents that allow you to implement the campaign at your own convenience. It provides the necessary information for outreach to the public and interested parties.
- Media Targets: A list of local media targets in your jurisdiction are provided to help facilitate outreach to appropriate outlets and assist in disseminating material provided in the toolkit, or for covering your local events pertaining to the Regional Anti-Litter Campaign.
- Media Outreach Tips: The tips provided to you will help you feel comfortable reaching out to the media. Resources from the central campaign team are also available to consult with, should you need additional guidance.
- Talking Points: The talking points provided will allow you to speak with confidence and in a manner consistent with the umbrella campaign. The talking points include the necessary information you will need if asked questions by media, the public or interested third parties/businesses.
- Top 10 Questions: The top 10 questions include the most pertinent questions that a reporter may ask. The questions, in conjunction with the talking points, should re-familiarize you with the campaign prior to any speaking engagements or interviews.
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