Live Green Toronto Reminds Us that Littering is Not a Good Look
Vasiliki Marapas — August 28, 2014 — Eco
Live Green Toronto's sassy anti-litter campaign is sure to strike a chord, especially for those who care about their self-image.
At this point, littering has become a pretty serious taboo; one that can incur the very called-for wrath of friends, family or even strangers. Rather than concentrate on the unethical, harmful effects of littering on our environment, the campaign plays to our fear of social judgement. The campaign is hinged around the telling slogan: "littering says a lot about you." In other words, people are watching, and they're probably not impressed.
To further drive the point home, the slogan is accompanied by messages spelled out in the litter itself. The adjectives used to describe the litterbugs are none too flattering, ranging from "lazy" to "low-life."
At this point, littering has become a pretty serious taboo; one that can incur the very called-for wrath of friends, family or even strangers. Rather than concentrate on the unethical, harmful effects of littering on our environment, the campaign plays to our fear of social judgement. The campaign is hinged around the telling slogan: "littering says a lot about you." In other words, people are watching, and they're probably not impressed.
To further drive the point home, the slogan is accompanied by messages spelled out in the litter itself. The adjectives used to describe the litterbugs are none too flattering, ranging from "lazy" to "low-life."
Trend Themes
1. Sassy Anti-littering Campaigns - The use of shame and social judgment in anti-litter campaigns could become a trend in promoting environmental responsibility.
2. Emphasis on Self-image in Environmental Issues - More campaigns could focus on the connection between environmental responsibility and personal image as a way to motivate people to take action.
3. Innovative Messaging Strategies in Environmental Campaigns - Using unconventional messaging strategies like spelling out messages with litter could become an innovative way to promote sustainable practices.
Industry Implications
1. Environmental Organizations - Organizations focused on environmental issues could adopt sassy and unconventional messaging strategies in their campaigns to engage more people and promote behaviour change.
2. Marketing and Advertising - Marketing and advertising professionals could use social judgment and shame tactics to promote sustainable products and services.
3. Public Health - Health professionals could collaborate with environmental organizations to promote the environmental and health benefits of sustainable practices and address the stigma of littering.
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