The State’s Anti-Litter Department—PalmettoPride—approached us about building a more engaging, pre-emptive, and ultimately more effective statewide anti-litter campaign. This campaign would need to reach to all aspects of PalmettoPride’s marketing: including overhauling the organization’s website, concepting and creating new branding collaterals, print materials, magazine ads and television commercials. We worked with them to develop a campaign around "Molly,” a South Carolina-born 9-year-old who poignantly demonstrates the damaging and far-reaching effects of litter on her life and the environment.
Within two months of launching the Molly campaign, their new website generated an exponential increase of visitors: 4X the volume in 2 months that their website generated in the entire previous year. The impact was also far-reaching across the state, with strategic billboards and television spots generating more awareness than any previous campaign.