California Coastal Commission

^back to top


In the program's 30th year, the California Coastal Commission was looking to turn around a 3-year decline in volunteer participation for its annual statewide Coastal Cleanup Day.
How do you create an emotional connection to picking up garbage that’s strong enough to motivate action?


Californians love their beaches, rivers and streams. It’s a great romance of sorts. Our idea was to juxtapose that romance
and beauty against the harsh reality of how we treat them.


By making the waterways and beaches speak to Californians,
we increased volunteer participation by 20% and garnered a
59% increase in total pounds of trash cleaned up.


CDs: Crocket Jeffers, Page Kishiyama

Design/AD: Me

Photography: Dan Escobar