Since 1953, Keep America Beautiful (KAB) has pledged to make the country a cleaner, greener, more beautiful place to live. Inspiring millions of Americans to take action along the way.
Over the years however, awareness of the organization has dwindled. Their most prominent message: The Crying Indian PSA – one of the most famous of all-time – is from the 70's. And long forgotten.
With their 65th anniversary approaching and the need to reach a new generation of stewards, Keep America Beautiful saw this as an opportunity to reboot their brand.
To overcome the challenge of awareness and inspire a new generation of supporters to act imbue confidence that their involvement would make a difference, we needed to start a real conversation, and grab the attention of young people.
96 million impressions via donated media within the first two months of the campaign
Ranked in the Top 2% of TV PSAs by Nielsen within the first 90 days of the campaign
15x growth in donated media within the first 45 days of the campaign
18%+ increase in Millennial engagement on social media within first 14 days of the campaign
Millennials aged 18-34 made up to 44% of the overall TV and radio audience mix reached
55%+ increase in KAB.org page visits during first 60 days of the campaign
