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A Community-Based Social Marketing Anti-littering Campaign: Be the Street You Want to See

In: Social Marketing in Action

Author

Listed:
  • Mine Üçok Hughes

    (California State University)

  • Will McConnell

    (Woodbury University)

  • Stephen Groner

    (Stephen Groner Associates)

Abstract

The “Be the Street You Want to See” (BTS) is a regional litter abatement program developed by the Bay Area Stormwater Management Agencies Association (BASMAA) in California. The program primarily targeted 14–24-year-old San Francisco Bay Area youth who had been identified as a key polluting demographic. The program, launched in 2012, applied community-based social marketing techniques to a well-defined audience to reduce pollution. BTS focused heavily on social media with the end goal of promoting peer-to-peer interactions regarding littering and raising awareness of its environmental impacts. Whenever possible, the program involved the members of the target audience themselves and invited them to recast environmental messaging in their own words. In this way, the content of the campaign remained fresh and relatable, and the target audience felt the program was talking “with them,” not “at them.”

Suggested Citation

  • Mine Üçok Hughes & Will McConnell & Stephen Groner, 2019. "A Community-Based Social Marketing Anti-littering Campaign: Be the Street You Want to See," Springer Texts in Business and Economics, in: Debra Z. Basil & Gonzalo Diaz-Meneses & Michael D. Basil (ed.), Social Marketing in Action, chapter 0, pages 339-358, Springer.
    • Handle: RePEc:spr:sptchp:978-3-030-13020-6_23
    DOI: 10.1007/978-3-030-13020-6_23
    as

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