-Partners with VIP Sports Celebs and provides new and innovative products-
(Black PR Wire) The Florida Department of Transportation’s DRIVE IT HOME … KEEP OUR PARADISE LITTER-FREE campaign continues to elevate the dialogue about litter prevention on the state’s highways and roadsides in an exceptional way. From joining forces with some of the state’s most notable VIP sports celebrities, to their design and development of creative products and services, the campaign’s efforts are making great strides.
Funded by the Federal Highway Administration, the campaign was created to address the growing amount of litter that has been accumulating on our state highway system. It aims to reduce the incidence of littering, promote pride in the beauty of Florida’s landscapes and educate Florida motorists about the dangers and hazards of roadside litter.
“The Drive it Home campaign provides a fresh, new and innovative approach to highlighting the dangers of litter to the environment and motoring public,” says Bernadette Morris, CEO of Sonshine Communications, the agency of record for the campaign. “We are honored to work with so many talented and committed sports professionals who share our vision to convey this in a powerful and educational away.”
VIP Sports Celebrity Participants
An all-star line-up of sports celebrities have pledged their support to the campaign. Each celeb is a true champion who is committed to helping win the race in reducing litter on our roadsides, and preserving Florida’s environment, and includes:
• Aric Almirola – The Florida native race car driver of the iconic #43 car for Richard Petty Motorsports in the NASCAR Sprint Cup Series;
• Jason Taylor - The legendary former Defensive End for the Miami Dolphins and the Founder and President of the Jason Taylor Foundation;
• Johnathan Cyprien – An NFL Player (Defensive Safety) for the Jacksonville Jaguars;
• Mike James – An NFL Player (Running Back) for the Tampa Bay Buccaneers
• Brian Hartline – A former NFL player with the Miami Dolphins who is currently a Wide Receiver for the Cleveland Browns;
• Scott Lagasse Jr.- A race car driver on the NASCAR Nationwide Series Circuit;
• Kenny Knox - A former professional golfer who has played on the Nationwide and Champion Tours.
These VIP sports celebrities have provided extended media support, ranging from billboard and print ads to television, radio and online public service messages. They have also attended some of the campaign’s events for the general public.
In addition to the lineup of VIP sports celebrities, the campaign has designed and implemented a number of theme-driven products that help share the importance of the campaign in an inviting and educational way. One such product is called the “Decomp-O-Meter” Wheel. This spin-the-wheel time product invites the public to take a spin and guess how long it takes for a product to decompose when left on the roadside. The anticipation and excitement from this product is evident with lines of 50 people or more waiting to take a chance to spin and win educational prizes. The BIN-GO card game, yet another favorite of the public and event attendees, engages participants with decomposition information in a fun and exciting manner.
The DRIVE IT HOME team wrote and produced a campaign theme song (winner of an ADDY Award), and produced a number of powerful and thought-provoking public service ads. The “TKO” ad, which features a match up between ‘Tin Man’ and ‘Trashball,’ and the “Focus Our Attention” ads are among the favorites. The team also developed the “Decomp-O-Meter” game that showcases the amount of time it takes for litter to decompose when improperly disposed. Each of these powerful messages resonates well with the audiences in an effective manner.
Effective Special Events and Community Engagements
Another key element of the campaign’s success is through the team’s efforts to create and participate in community engagement and events statewide. One event, produced by the campaign, includes the Trash-Off Greek and Club Recycling Challenge. This social media initiative seeks out college based sororities, fraternities and social service clubs to share what they do to help encourage litter-free environments. Results have been outstanding and the Challenge winners are announced on Earth Day. Winners for 2016 included organizations from Nova Southeastern University; the University of South Florida; and Florida International University. The campaign also actively participates in key state conferences, including the Florida Recycle Today, Florida League of Cities, the Florida Association of Counties, Visit Florida, North American Waste-to-Energy, and many more.
Perhaps the most effective component contributing to the campaign’s success is the dedication and commitment of the campaign’s supporters and partners. These partners have joined the campaign and pledged to provide financial and /or in-kind support and have played a critical role in the campaign’s overall success. In-kind support from companies such as Rosenhaus Sports Representation, Richard Petty Motorsports, Dezer Properties, and financial support from the corporate headquarters of The Coca-Cola Company, is among the highlights of the campaign’s success. Additional support from other organizational partnerships, including the Florida Department of Health, the Florida Independent Automobile Dealers Association, the Keep America Beautiful affiliates of Florida, the Florida Sports Foundation, the Florida Automobile Dealers Association, the Florida Transportation Builders Association, and numerous others, help continue to broadcast and share this message statewide.
For more information on the FDOT Roadside Litter Prevention Education Media Campaign or to learn more about the Acknowledgement Program, contact Bernadette Morris of Sonshine Communications at (305) 948-8063 or visit www.CleanFLroads.com.