A new ad campaign featuring local celebrities like Brooklyn’s Green Lady is helping bolster New York City’s “war on trash” by sending the message that littering is uncool. Through colorful ads on buses, garbage trucks and in movie theaters, the seven-figure “Don’t Do New York City Dirty” campaign, from philanthropists behind the Sanitation Foundation, targets young people — particularly men aged 18-24 who are the most likely to litter, according to the foundation’s research.

NYC Mayor Eric Adams has made cleaning up the city one of his top priorities, promising a “trash revolution” through initiatives like rolling out new garbage bins and expanding curbside compost. The Sanitation Foundation supplements those efforts with community cleanups and education programs. Its latest campaign hopes to capitalize on New Yorkers’ pride for their city and push them to keep the streets free of litter, Magdalena Del Valle reports. Today on CityLab: NYC’s War on Trash Gets a Glam Squad

— Rthvika Suvarna 

More on CityLab

Surge Pricing and Midnight Discounts: EV Charging Rates Go Dynamic
US car charging networks have started shifting rates by the hour.

The Futility of Picking Up the Trash
Litter collection may not be doing enough to stall a vicious cycle of new trash. Data on littering suggests a better route may be to hold producers accountable. 

Two Israeli Embassy Staffers Killed in Washington Shooting
The staff were killed outside the Capital Jewish Museum, in what officials have deemed an anti-Semitic hate crime.

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