Message to Moondoggie: Keep Our Beaches Clean

Keep California Beautiful has jumped on the retro bandwagon for a clever public service advertising campaign intended to maintain the state’s beaches.

 

Campaign Spotlight

Message to Moondoggie: Keep Our Beaches Clean

 

The campaign features a 60-second spot that was shot at Westward Beach in Malibu, where “Gidget” and “Beach Blanket Bingo” were made, and satirizes the wholesome teenagers who innocently romped in those films. BBDO West

The campaign features a 60-second spot that was shot at Westward Beach in Malibu, where “Gidget” and “Beach Blanket Bingo” were made, and satirizes the wholesome teenagers who innocently romped in those films. BBDO West

 

By JANE L. LEVERE
Published: July 20, 2009

Editor’s note: Stuart Elliott is on summer vacation. You’ll continue to receive the In Advertising newsletter while he’s away, as Jane L. Levere writes the Campaign Spotlight feature. The Q & A and Webdenda are scheduled to return with Stuart, for the Aug. 10 issue.

Keep California Beautiful has jumped on the retro bandwagon for a clever public service advertising campaign intended to maintain the state’s beaches.

Created by BBDO West, a San Francisco-based unit of BBDO Worldwide, part of the Omnicom Group, the campaign features a 60-second spot that was shot at Westward Beach in Malibu, where “Gidget” and “Beach Blanket Bingo” were made, and satirizes the wholesome teenagers who innocently romped in those films.

 

 

The teenagers in the new commercial, released last week in California, wear authentic 1960’s swimwear but sing and dance about a pressing 2009 problem: marine debris. According to the National Oceanic and Atmospheric Administration, almost 80 percent of marine debris — on beaches and in coastal waters, estuaries and oceans — is washed, blown or dumped from shore. Most debris — likecigarette butts, soda cans and plastic bags — is man-made and slow to degrade; it also threatens marine and coastal wildlife.

In the new spot, the youths discuss tossing “junk up and down the beach”— including broken glass, a bottle of bleach, used condoms and underwear — and admit “We’re polluting and we don’t even care!”

One girl announces she has punctured her foot on a hypodermic needle, while a biker says he saw a seagull “choking on a corn dog.”

The end of the spot mentions “cigarette butts, soda cans, a glasses’ case, a diaper and a tennis shoe without a lace,” before the teenagers sing, “The party isn’t over till we trash the place, let’s trash the beach!”

Then flash the words, “Actually, let’s not,” in a 1960’s-style font, with the URL of Keep California Beautiful’s Web site.

The spot is the second public service announcement created by BBDO West for Keep California, a 20-year-old, Sacramento-based, nonprofit organization; its board of directors includes government officials and executives from McDonald’s, the Walt Disney Company and Northrop Grumman. The first spot, released three years ago, spoofed “The Sopranos.” It shows two thugs throwing a body wrapped in a carpet off a dock; one drinks from a plastic bottle, hesitating before pitching the bottle into a recycling bin. The tagline says, “Redeem yourself. Recycle. KeepCaliforniaBeautiful.org.”

Keep California Beuatiful helps more than 200 California communities with clean-up and beautification efforts, including the annual Great American Cleanup, during which volunteers collect litter and trash across the state. During last year’s cleanup alone, volunteers removed almost 2.2 million pounds of litter and debris, saving state and local governments an estimated $4.7 million in labor costs.

Christine Flowers-Ewing, executive director of KCB, said the marine debris problem might well be exacerbated this summer, as more Californians vacation closer to home to save money: According to a poll last fall by TripAdvisor, the Web site that carries user-generated hotel reviews, 61 perecnt of travelers said they would visit a beach destination this year, while 60 percent of respondents to a Harris Poll survey in May said they hoped to economize on vacations this summer by finding less expensive activities, and half said they would vacation near home.

Roz Romney, a creative director at BBDO West, said the prospect of “a million people descending on the beach on a holiday weekend, and leaving tons and tons of trash behind, made us want to get out there with something that will potentially grab people’s attention.”

“We didn’t want to do something preachy, boring,” she said, adding that the new spot provided the opportunity to skewer the “Beach Blanket Bingo” genre, “contrasting innocent teens with what they’re actually doing.”

The spot’s director, Geordie Stephens of Tool of North America, a Santa Monica-based production company, who is himself a surfer, said, “I’ve watched for years the deterioration of beaches and the lack of effort of people to clean up after themselves. We felt that if we made something really impactful, maybe they’d think twice about leaving their leftover picnic food and trash.”

“The irony of the entire project is that films like ‘Gidget’ and ‘Beach Blanket Bingo’ showed very pristine beaches that are a happy place to be. People still have the perception that beaches have beautiful, white sand, and that the ocean has clean water, and are shocked that that vision no longer exists,” he added.

Mr. Stephens and Ms. Romney say the spot is aimed at adults, particularly young adults in their 20’s, who visit and party at California’s beaches; the state’s coastline is approximately 1,100 miles long.The spot’s retro flavor should appeal to viewers of all ages, said Nick Bartle, director of behavioral planning for BBDO North America, because in stressful economic times, people find comfort and security in the familiar.

Keep California Beautiful has given the new spot to Keep America Beautiful, the national organization, for dissemination in other states with beaches, either on the ocean or on rivers or lakes.

Keep America Beautiful, which has a network of almost 1,000 state and local groups that develop public-private environmental partnerships and programs, created the 1971 public service spot starring the American Indian actor, Iron Eyes Cody.

Rob Wallace, a spokesman for Keep America, said, “While the famous ‘Crying Indian’ campaign had a huge effect on an entire generation, one thing we’re finding is that negative messages, and messages that use guilt as a motivator, don’t sit well with today’s young people. Doom and gloom has turned them cynical. As a result, they like humor. They appreciate irony. Keep California Beautiful, through their new p.s.a., is keeping the message light but also making a point, that in this day and age, littering is just ridiculous.”

NYTimes.com

 

 

July 23, 2009

Keep California Beautiful Takes To the Beach in Retro Style!: California Launches a Beach Litter Campaign Through Public Private Partnership.

In an effort to keep California state beaches clean, Keep California Beautiful is launching its first new public service announcement (PSA) in three years. The retro TV spot is designed to draw attention to the growing problem of beach litter and marine debris in a provocative way by urging people not to “trash the beach.”

Keep California Beautiful’s new PSA-Beach Party, directed by Geordie Stephens of Tool of North America, is receiving positive reviews. The spot, designed as a throwback to the muscle beach days was shot on the same beach as the classic Frankie Avalon and Annette Funicello film “Beach Blanket Bingo.” The PSA-Beach Party is aimed at adults, particularly young adults in their 20’s, who visit and recreate at California’s beaches.

“With so much debris entering our ocean every year, it seems an almost insurmountable challenge to address. Improving this dire picture is going to require change on the part of individuals as well as institutions and society as a whole,” said Christine Flowers-Ewing, Executive Director of Keep California Beautiful.

However, the spot’s retro flavor appeals to viewers of all ages.

Matt McKenna, President and CEO of Keep America Beautiful Inc., said, “In this day and age, littering is just ridiculous. Keep California Beautiful, through their new PSA-Beach Party, is keeping the message light but also making a point that will resonate with today’s young people. They like humor and appreciate irony. Messages that use guilt as a motivator, just don’t sit well with them.”

The PSA is scheduled to run in media markets across California and Keep California Beautiful has partnered with Keep America Beautiful, for dissemination in other states with beaches, either on the ocean or on rivers or lakes. The PSA is being considered for use in other popular beach markets, such as Miami and New York/New Jersey.

It is the second pro-bono public service announcement created by BBDO West, which pulled together a team of producers, director and production staff to complete the spot and secure its placement. The first spot PSA-Mobsters, released three years ago, spoofed “The Sopranos.” In 2007, the PSA-Mobsters received a regional Emmy, was selected as “Best Ad” on TV and Geordie Stephens debuted with it in Shoots New Directors Reel. The spot shows two thugs throwing a body wrapped in a carpet off a dock; one drinks from a plastic bottle, hesitating before pitching the bottle into a recycling bin. The tagline says, “Redeem yourself. Recycle.

California’s coastline is large and heavily trafficked. As the third largest state in land area covering 158,693 square miles, California’s coastline is 1,264 miles long. With a population estimated at over 36 million, approximately 1 in 8 Americans are in California; within a relatively short distance from the coastline. The National Ocean and Atmospheric Administration (NOAA) estimates that 60-80 percent of all marine debris originates from land-based sources. There is no easy fix; however, there are many ways that we can confront this problem at its source. California beaches are themselves a contributor because of the millions of beach visitors annually. Trash may also be dumped directly into the ocean by recreational and commercial boaters.

According to Eben Schwartz, the Marine Debris Program Manager for the California Coastal Commission, “There are no estimates as to exactly how much marine debris currently resides in the ocean. However, when Californians can remove more than 1.6 million pounds of debris during a three-hour California Coastal Cleanup on a single day in September, a natural question to ask is - Where is all this trash coming from?”

Look around the next time you walk down the street. When it rains, trash on sidewalks and streets accumulates in the gutter and is swept into your city’s storm drain system. Most storm drain systems discharge directly into the nearest waterway, which eventually flows to the ocean.

According to the California Coastal Commission, millions of individuals enjoy the state’s coastline and waterways every day and nine out of ten individuals will visit the beach at least once this year. When they arrive at the beach, they are finding a lot more than sand and surf. “Beach Parties” and the holiday influx of summer travelers create its own set of problems. For example during the summer vacation season the City and County of San Diego beaches have an estimated 2 million visitors on the holiday weekends. Local non-profit organizations rally volunteers through the San Diego Clean Beach Coalition to participate in the “Morning After Mess Cleanup.” After July 4, 2008, volunteers picked up over 4,000 pounds of trash and 28,000 cigarette butts from the sands of six beaches throughout San Diego County. As done in 2008, KCB is continuing to engage industry partners such as American Chemistry Council to fund the purchase of temporary trash and recycling receptacles, which will be placed strategically throughout Mission Beach, Mission Bay, and Pacific Beach for 2009.

In the central coast of California, including Monterey and Santa Cruz Counties, Keep California Beautiful is working to support volunteer efforts to cleanup beaches and illegal dumpsites near waters ways by providing supplies, supporting volunteer coordinators and supplying access to outreach materials and shared creative developed as part of the new PSA campaign. This effort is being supported through small grants from the California Coastal Commission and Anheuser Busch.

“Keep California Beautiful is a partner of the California Annual Coastal Cleanup which is celebrating its twenty-fifth anniversary in 2009, said Christine Flowers-Ewing. “Join the effort on September 19, 2009 in the spirit of Moon Doggie and Gidget to help make a difference, cleaning up trash from our beaches, rivers, lakes and creeks. It’s easy no matter where you live because the event includes cleanups in communities in every county of this state.” Many of the participants are members of the Keep California Beautiful Proud Community Program.

 

Beach Litter Campaign

California’s coastline is large and heavily trafficked. As the third largest state in land area covering 158,693 square miles, California’s coastline is 1,264 miles long. With a population estimated at over 36 million, approximately 1 in 8 Americans are in California; within a relatively short distance from the coastline.

The National Ocean and Atmospheric Administration (NOAA) estimates that 60-80 percent of all marine debris originates from land-based sources. There is no easy fix; however, there are many ways that we can confront this problem at its source. California beaches are themselves a contributor because of the millions of beach visitors annually. Trash may also be dumped directly into the ocean by recreational and commercial boaters.

In an effort to keep California state beaches clean, Keep California Beautiful is launching its first new public service announcement (PSA) in three years. The retro TV spot is designed to draw attention to the growing problem of beach litter and marine debris in a provocative way by urging people not to “trash the beach.”

PSA Beach Litter Spot linked on YouTube

 

You Can Make the Difference!

Tips for holiday weekends to keep our beaches at rivers, lakes and the ocean clean this summer and year round!

  • Only take reusable items to the beach
  • Can It to stop marine debris (litter) before it starts! Be sure to toss any trash into a bin and recycle what you can.
  • Help clean up after by walking the tideline and surrounding area to pick up litter.

 

Keep California Beautiful

 

Keep California Beautiful



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