Anti-Littering Awareness Campaign
Reaching Drivers with Public Awareness Messaging at the Point of Travel
A regional transportation organization needed to increase awareness around the impact of roadside littering and encourage drivers to make more responsible choices. The goal was to extend the campaign beyond traditional roadside media and reach motorists in an environment directly connected to driving and travel.
The Challenge
Public awareness campaigns compete for attention across an increasingly crowded media landscape. To reinforce the anti-littering message, the campaign needed to reach drivers throughout their everyday routines while maintaining a strong presence across priority communities.
The Strategy
PlaceBased developed a targeted out-of-home campaign centered around gas stations, allowing the message to reach motorists during a natural pause in their journey.
By placing creative directly at the fuel pump and incorporating digital media within participating locations, the campaign created multiple opportunities for exposure in an environment highly relevant to roadway behavior.
The Execution
PlaceBased deployed the campaign across 103 gas station locations spanning 55 cities and communities, 60 ZIP codes and four counties, creating broad geographic coverage while maintaining a highly localized presence.
The campaign utilized a combination of gas pump advertising and digital media, placing the message directly in front of motorists as they fueled their vehicles and moved through participating locations. The POP confirms the use of pump-top and digital elements at gas stations.
Campaign Highlights
103 locations installed
107% of planned location delivery
7 bonus locations
55 cities & communities
60 ZIP codes
4 counties
Gas station environments
Pump-top + digital media
The Result
The campaign was originally planned for 96 locations, with PlaceBased ultimately delivering 103 installations — seven additional locations above the planned campaign.
The result was a scalable community-based OOH campaign that brought an important public-awareness message into the everyday journey of motorists across dozens of communities.
Taking Public Awareness Beyond Traditional OOH
Place-based media gives government agencies and public-sector organizations the ability to reach audiences in the places they already visit — creating additional touchpoints beyond traditional billboards, transit and digital advertising.
From transportation safety and anti-littering initiatives to impaired driving, distracted driving and other public-awareness campaigns, PlaceBased helps organizations build targeted OOH programs that connect important messages with the communities they are designed to reach.
