Keep Lee County Beautiful is gaining statewide attention for its work to clean and revitalize the community. Keep Florida Beautiful honored the Lee County nonprofit organization and presented it with an award for Outstanding Communication and Social Media Outreach during a state convention on June 5 at the Hyatt Regency Coconut Point Resort & Spa in Estero.
The award is the result of a strategic marketing campaign CONRIC PR & Marketing created in partnership with Keep Lee County Beautiful for Keep America Beautiful’s Great American Cleanup. The “Drive It Home” campaign initiative encouraged drivers to avoid the temptation to litter and keep any trash from a road trip with them until they arrive at their destination.
“Roadside trash is a major problem, but thanks to this campaign, Lee County drivers will think twice before they toss something out the window,” said Trish Fancher, executive director of Keep Lee County Beautiful. “We’re really grateful for the effort our community puts into this.”
Keep Florida Beautiful judged the campaign on its ability to deliver a meaningful and productive message to a large audience resulting in a significant impact. Strategy included development of key messaging and visual concepts to reach key audiences using television, social media and billboard advertising.
The campaign shows how good habits start at a young age. It starts by spotlighting a little boy named Johnny McGregor in a small red convertible toy car driving his trash home and later transitions to show Johnny as a teenager, adult parent and senior driving his trash home in red convertibles.
“Our CONRIC PR & Marketing team is honored to have the opportunity to work collaboratively with our clients to develop and implement award-winning campaigns,” said Connie Ramos-Williams, president and chief marketing officer of CONRIC PR & Marketing. “We really enjoyed working on this campaign with Trish Fancher of Keep Lee County Beautiful that served to educate and encourage targeted audiences to drive their trash home rather than leave it on the roadways.”
The Great American Cleanup encompasses an array of events held throughout the U.S. as local affiliates focus on getting people out to volunteer and make a difference in their community. Thousands of volunteers took action to clean, revitalize, and beautify Lee County as part of the nation’s largest community improvement program.