ALICE FERGUSON FOUNDATION

Challenge:
Plastic bags, cups, cigarette butts, and other trash are a serious problem in the Potomac Watershed. Tossed out of car windows and on the ground, trash travels from storm drains into the River or local tributaries – polluting water used by wildlife and residents. The Alice Ferguson Foundation seeks to change attitudes and behaviors about trash “to achieve a trash-free Potomac by 2013.” 

Tactics:
Noral is helping AFF understand the deep-rooted barriers to changing trashing behavior. It is not an easy task. Research shows some believe “it’s not trash,” others believe “it doesn’t matter,” and others think it is someone else’s problem.  Noral will translate focus group and in-depth psychological one-on-one interviews into an umbrella campaign message and brand that reaches across all elements of the region. In addition, Noral will develop sub-messages for specific Watershed audiences and the preliminary framework for campaign message implementation across Phase II of the project.

Results:
Stay tuned. We’ve just begun.