Abstract
Mobile Baykeeper has worked for years alongside numerous partners to combat litter in the Mobile Bay Watershed. Because of the diffuse source of the threat, the role that so many people play, and the magnitude of the issue it is extremely difficult to address the issue with cleanups, and structural controls. Because of the difficulty in seeing success with these traditional tools we have increasingly turned to strategic PR campaigns through traditional and social media and education as our primary tools in the war on litter. In our Litter Free Mardi-Gras campaign we made our first large scale attempt to use a PR campaign in conjunction with cleanups and preventative measures (marine debris interceptors and Litter Gitters). During the course of the grant we had a total estimated reach of over 430,000 people. We have also worked with local students through our SWAMP program to educate students on issues affecting our waterways. One group of students at LeFlore High School launched our most engaged with social media ad campaign of all time “Litter Free LeFlore”. We are now working in partnership with the City of Mobile and through a NOAA Marine Debris Prevention grant to build on these successes in unique and innovative ways that we hope will result in decreases in usage of single use plastics and litter in our waterways. Key elements of these PR campaigns include ensuring we appropriately target our audiences and message. Our successes and setbacks highlight an often overlooked tool in the anti-litter toolbelt, common problems faced, and key considerations when developing these campaigns.
