Clean St. John’s: new brand, new anti-litter campaign
St. John’s Clean and Beautiful is slimming down. The volunteer not-for-profit committee unveiled a new brand — “Clean St. John’s” — logo, and anti-litter campaign at city hall on Wednesday.
Going with the hashtag #litterskeet, St. John’s Clean and Beautiful unveiled its new logo and anti-litter awareness campaign during a Wednesday morning news conference at the Foran Greene Room at St. John’s City Hall. Pictured by one of its campaign posters, program chairwoman Michelle Eagles, speaks with reporters following the ceremony. — Photo by Joe Gibbons/The Telegram
“It’s just time for a new look for us,” said Michelle Eagles, committee chairwoman, at the noon event drawing board members, city council, staff and volunteers.
“Over the past year, we’ve been working hard to bring focus back to our mandate: creating a litter-free city.”
While the committee’s corporate name remains
St. John’s Clean and Beautiful, said Eagles, the group hopes the new name and logo will help be more recognizable and promotable.
“Our slogan — ‘Don’t trash our city. Pick up for it,’ which means stand up for it, protect it, support it — we think it’s great,”Eagles said.
Most of the work the group does is “reactionary” — picking up the trash people drop instead of preventing people from littering in the first place, Eagles said.
“To truly solve the problem, we need to stop litter where it starts, which is with people,” she said.
“We need to be proactive: improve attitudes about littering and stop it at the source.”
That’s where the new campaign comes in. Clean
St. John’s #litterskeet campaign features advertising which targets the people who drop small items like coffee cups, cigarette butts and juice boxes on the ground.
“Regular people, but they become the coffee cup culprit, the butt head and the juicebox bandit,” said Eagles.
“Regular, everyday people, but when you choose to litter: litterskeet. … We’re hoping that people, as you see litter, and even if you see someone littering — that guy who flicks something out his window of his car — take a picture, hashtag litterskeet, and we’ll just keep it going. I’m sure we’ll come up with some funny things in there as well, but it’s really to bring attention to the issue of litter and to people who are making that decision that’s causing a lot of our issue with litter.”
Coun. Dave Lane praised the work being done by Clean St. John’s.
“This time of year, we always see that things happen underneath the snow, and there is a lot of litter,” he said.
“A lot of it can be innocent — we drop something, or a garbage bag breaks open. But there’s also litterskeets among us, and we need to do something about that. So to have a centralized organization that works on communicating ideas, supporting projects that help to clean up and beautify our city, I think that’s a very important thing.”
Eagles said despite dropping beautiful from the name, the committee’s not giving up on beautification.
“It’s a huge part of what we do, obviously, and it is one of those things that needs to continue happening, along with youth engagement and advocacy for different programs and different policies.
While it is important, Clean St. John’s executive director Karen Hickman said the rebranding — including an overhaul of the committee’s website — and litter campaign cost about $15,000.
“We’re a non-profit organization, so that explains why we got the good rate that we got,” she said.