Keep Lee County Beautiful

Marketing Campaign

billboard design | social media campaign | digital storytelling

CONRIC was commissioned to create a strategic marketing campaign in partnership with Keep Lee County Beautiful for Keep America Beautiful's Great American Cleanup campaign. The campaign initiative was "Drive It Home." It encouraged drivers to avoid littering along roadways by keeping any trash in their vehicles until they arrive at their destination.

The strategy included the development of key messaging and visual concepts to reach key audiences using television, social media, and billboard advertising. After brainstorming, we chose to use a main character for storytelling - Johnny McGregor (named after a famous road in SWFL). The story starts with spotlighting a young Johnny hauling a trash bag home on the back of his toy red convertible. We follow Johnny through his life as a teenager, a parent, and finally as a senior in his red convertible. We also included social graphics with statistics about littering.

As creative director, I was in charge of art direction and collaborated with team members on messaging. Social media graphics and billboards were created.

Keep Lee County Beautiful gained statewide attention for its work to clean and revitalize the community with this campaign. Keep Florida Beautiful honored the Lee County nonprofit organization and presented it with an award for Outstanding Communication and Social Media Outreach.

Project Role: lead designer | Agency: CONRIC pr + marketing

A young Johnny McGregor in his toy red convertible hauling a bag of trash home

Johnny as a teenager practicing the good habit of driving his trash home that he learned as a young child

Johnny as a parent teaching his son to "drive it home"

Johnny as a senior citizen, still driving a red convertible and continuing to "drive it home"

Social media graphics showing Johnny in different stages of his life practicing good habits of not litter and picking up litter caused by others

Social media graphics driving the initiative home and highlighting statistics about the effects littering has on the environment.

*The organization had so many inquiries asking how people could get the reusable tote (featured in the top right graphic) that they decided to have them manufactured for distribution in the community.

Articles regarding Keep Lee County Beautiful winning the award for Outstanding Communication and Social Media Outreach

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