In the very beginning, we realized that Keep Pennsylvania Beautiful, a nonprofit organization focused on eliminating illegal dumping and littering, had a storytelling problem. The terminology they were using was complex and familiar in environmental circles but entirely foreign to the average citizen. This limited their appeal and ability to gain broad support. We needed to redirect their brand story to appeal to all Pennsylvanian's.
We broke down their list of environmental terms into four simple pillars.
How to Clean It! // How to Prevent It! // How to Keep It! // How to Get Involved!
That’s it! Most people didn't care about environmental science but they would gladly support keeping their property clean and their communities beautiful. We also chose to focus the brand message on the visibly beautiful outcomes and not the activity and noise.
Membership increased 1199% in the first year.
Total revenue grew by 50% in first year.
Volunteers grew from 35,045 - 191,727 in first year.
Now those are some "Beautiful" Results.