Concept: Litter is corrosive to a communitys emotional well-being. Make its elimination emotional and above all, peer-to-peer. Tactics: Audition 75 anti-litter, spoken word performances from Philly local neighborhoods. Feature works by 5 of the most compelling artists. All campaign verbal and visual content is user-written, user-performed. Executions: 5 each, TV :30s, radio :60s, and transit cards/posters Online :60s, at YouTube and www.philadelphiastreets.com/unlitter-us-intro.aspx Street poetry events Facebook and Twitter presences Litter Free School Zones via sponsored cleanup efforts Also, community mobilization, via Commmunity Marketing Concepts, Phila. Tag (new): Un Litter Us. Breaking March 29, the City of Philadelphia Recycling Offices largest-ever anti-litter campaign consists solely of the spoken word compositions and performances of five Philly street poets, each accompanied by either congas, acoustic bass, or saxophone. The campaign is the work of advertising agency LevLane, Phila., and is part of a city-wide neighborhood improvement initiative by Mayor Michael A. Nutter. The poetry performances were chosen for power, not prettiness. The campaigns ad media executions include 5 each of TV :30s, radio :60s, and transit posters. The campaign will also include street poetry events, Facebook and Twitter presences, signage-designated Litter Free School Zones, and (under the auspices of Commmunity Marketing Concepts, Phila.) block-by-block community mobilization drives. The enlistment of authentic Philadelphia street poets derives from the idea that litter is corrosive to a communitys emotional well-being, and that any effective voice for its elimination must be emotional and above all, peer-to-peer. From the 75 spoken word performers (identified mostly through neighborhood high school and college poetry programs, and on late-night public radio) who composed and auditioned their own anti-litter messages, 5 were selected. Their 27-second poems (longer for online) make up the total campaign. Its only other words are the unspoken, agency-written, closing tag, "Un Litter Us."
Agency: LevLane, Phila. CCO: Bruce Lev CD: Deb Racano Exec. AD: Lori Miller CW: Jerry Selber Poet/Performers: Denice Frohman, Gregory Corbin, Steve Annan, Whitney Peyton, Carlo Campbell Dir./Prod. Co.: Jim McGorman/Accordion Films, Phila. Breaks: April