The Regional Litter Prevention Campaign is an outreach campaign to change littering behavior throughout the Washington DC metropolitan region.
The Campaign led to a 30% reduction in observable littering behavior in targeted DC neighborhoods.
Community-based social marketing means that the campaign is carried out at the local scale and that community members are directly involved in the design, implementation, evaluation and revision of the campaign. Decades of social psychology research show that these frameworks can effectively promote environmentally responsible behaviors.