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camper top. This program publicized
<br />the problem of roadside litter from
<br />loose items falling from or blowing off
<br />of uncovered vehicles. The campaign
<br />included public service announce-
<br />ments and ad libbing by popular DJs.
<br />Entrants had to pledge not to allow
<br />anything to fall or blow out of a vehicle
<br />they were driving. We held a drawing
<br />on the air on Earth Day.
<br />Another successful campaign was the
<br />Media Trash Trek. We took reporters
<br />from television and newspapers on a
<br />two -hour tour to littered areas with un-
<br />secured dumpsters. The resulting sto-
<br />ries emphasized the need to secure
<br />trash containers.
<br />VIPs, elected officials, and sponsor
<br />CEOs were invited to take part in the
<br />Celebrity Cleanup, a three -hour road-
<br />side cleanup. Three county commis-
<br />sioners, a judge, a state senator, and
<br />other volunteers participated.
<br />Working Together to Curb Litter
<br />We had significant partnerships with
<br />organizations, corporations, and gov-
<br />ernment entities. They provided cash
<br />sponsorship of the promotion, used
<br />media to tell the prevention story,
<br />included the prevention approach with
<br />their own volunteer training, or organ-
<br />ized major cleanups.
<br />Our partners included Baptist Hos-
<br />pital, CAC Americorps Creek Cleanup,
<br />City of Knoxville Solid Waste, !jams
<br />Nature Center River Rescue, Keep Ten-
<br />nessee Beautiful, Knox County Solid
<br />Waste Division, Knoxville Coca Cola,
<br />Knoxville Utilities Board, The Knoxville
<br />News - Sentinel, Pi Kappa Alpha Frater-
<br />nity, TDOT Adopt -a- Highway Volunteers,
<br />Keep Knoxville Beautiful turned its traditional spring cleanup into an educa-
<br />tional campaign to teach consumers more about the sources of litter. Most
<br />people don't realize that improperly handled waste, such as uncovered or
<br />overflowing trash containers, or uncovered trucks, are significant sources of
<br />accidental littering. The targeted focus of the campaign won an NSDA award
<br />and the praise of Tennessee Governor Don Sundquist (center, gray suit). Also
<br />pictured (left to right): Knoxville State Senator Ben Atchley; Eddie Howard,
<br />president of the Board of Directors, Keep Knoxville Beautiful; Baxter Caldwell,
<br />Knoxville Coca -Cola and board member, Keep Knoxville Beautiful; Sundquist;
<br />Tom Salter, executive director, Keep Knoxville Beautiful; Preston Read, director,
<br />environmental affairs, NSDA; Knoxville State Senator Tim Burchett.
<br />TN Department of Corrections Work
<br />Project, WVLT Volunteer Television
<br />(CBS), WIMZ Classic Rock 103.5, and
<br />Southeast Paper Recycling. We also
<br />counted on three churches, five clubs,
<br />11 employee groups, 12 families, 15
<br />schools and youth groups, and 39
<br />neighborhood organizations.
<br />Innovative Measurement
<br />We use a measurement tool only
<br />recently field tested and adopted by
<br />Keep America Beautiful: the Litter Index.
<br />It uses a four -point Leichert scale to
<br />rate how much visible litter is present
<br />in randomly selected areas of the com-
<br />munity. We conducted a baseline in
<br />June 1999, with observations of 60 ran-
<br />dom locations in six distinct neighbor-
<br />hoods in Knoxville. Commercial, resi-
<br />dential, industrial, and rural areas were
<br />included. We will repeat the Litter In-
<br />dex each June.
<br />The option for citizens to remain
<br />anonymous when they report litter-
<br />bugs is key to our successful Web site
<br />reporting section. It has tripled the
<br />number of reports we receive per year,
<br />from about 100 before the I Spy Web
<br />form to more than 300 in 1999.
<br />We recognized volunteers and co�
<br />porate sponsors at two events. A kic
<br />off luncheon was held to thank corpo-
<br />rate sponsors and to thank a number of
<br />volunteer groups for committing to the
<br />cleanup effort. At the end of the cam-
<br />paign, cash prizes, gift certificates, and
<br />certificates of appreciation were given
<br />to individuals and groups who collect-
<br />ed the most litter, as well as to poster
<br />contest winners. •
<br />Tom Salter
<br />Keep Knoxville Beautiful, Knoxville, TN.
<br />Tel. 865/521 -6957
<br />e -mail: keepknox @korrnet.org
<br />National Soft Drink Association
<br />1101 16th Street NW
<br />Washington, DC 20036
<br />2001 Litter Award Deadline:
<br />Jan. 15, 2001
<br />Application available Oct. 1, 2000
<br />at www.nsda.org
<br />Prints ' ' paper.
<br />Jackie Constant
<br />Recycling Coordinator
<br />City Of Lino Lakes
<br />1189 Main St
<br />Pines MN 55014 - 2123
<br />11111111,1111111 uIIIIIIl, InIIIIII1InIIIIIII $IuIIIIIt,llu11
<br />Presorted Standard
<br />U.S. POSTAGE
<br />PAID
<br />MERRIFIELD, VA
<br />PERMIT # 2446
<br />
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