California Coastal Clean Up Day

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. 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 a59% increase in total pounds of trash cleaned up.