Reducing Litter in the City of Salinas Parks
As part of a multi-year behavioral change campaign, the City of Salinas wanted to install a series of banners to reinforce the message and reduce litter in the park.
Client
City of Salinas – Natividad Creek Park
My Role
• Concept development
• Art direction
• Creative direction during on-location photoshoot
The Results
Baseline and post-intervention measurements were conducted the morning of the outreach event, two weeks before the lamppost banner installation, and a week and a half after the banner installation. Measurements were based on the type and amount of litter present at the playground area and the main picnic area, the two sites that were determined to be the most heavily used and littered. Pre and post-campaign measurements showed a 34% litter reduction in the playground area and a 52% reduction in the picnic area. Interviews with maintenance staff revealed a 42% reduction in litter since the outreach event and banner installation at Natividad Creek Park. The pilot intervention has since been implemented in additional parks throughout the City of Salinas.
"Thank you for all of your work on this project. I appreciate that your work has benefited the City of Salinas in understanding the barriers to litter in our parks, and the possible avenues of success. It appears that the CBSM program successfully changed behaviors—at least initially. And that a subsequent litter assessment might be worth conducting in a few months to determine long-term effects. As I have shared, the banners are up in many parks. We look forward to seeing the results of this campaign written large across the city."
