The Sanitation Foundation is the official non-profit of the NYC Department of Sanitation. Through a variety of public programs, the Foundation engages residents of NYC to participate in a cleaner, healthier and more sustainable city. But, as younger generations begin to comprise a larger portion of the population, how do you attract and inspire this new cohort to care about the sustainability of their city?

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The answer: make it relevant by connecting values, identities and history with sustainable action. The concept was brought to life via The Great Broadway Sweep - a week of cleanups along NYC’s most iconic street. Breaking the stigma of traditional non-profit/volunteer communications, Terrane created a high visibility campaign alongside a refreshed style of photography, video and motion graphics. Local storytelling, creative media partnerships and a Times Square takeover rounded out a strategy that imbued a new sense of energy, connection and community in a cleaner New York.