Art Direction | Graphic Design | Campaign | Government
Don’t Trash Arizona
The Project
This campaign aimed to raise awareness about the environmental impact of freeway litter and educate the public on what actually counts as litter. The goal: spark behavior change and reduce trash along Arizona’s highways.
The Challenge
Connect with males aged 18–34, the group most likely to litter on freeways, and shift not just their mindset around what constitutes as littering, but to change their behavior around it as well.
My Approach
Developed a visually interesting outdoor campaign across Maricopa County, complemented by targeted paid social media ads. The concept took iconic local landscapes like Camelback Mountain, Papago Park, and Tempe Town Lake and recreated them entirely out of trash.
From a distance, passersby recognized the familiar scenery. But up close, they realized those views were built from debris, creating a powerful, visual "what if" scenario that made the issue personal and hard to ignore.
Impact
Nearly 92,000 bags of litter were collected from valley freeways in 2019.
On Facebook, campaign engagement jumped by 115%.