Cleanzine: your weekly cleaning and hygiene industry newsletter 12th June 2025 Issue no. 1166
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Sanitation Foundation launches ‘Don't Do New York City Dirty’ anti-littering campaign
The Sanitation Foundation - the official non-profit partner of the New York City Department of Sanitation (DSNY) – has launched ‘Don't Do New York City Dirty’, a campaign aimed at turning New Yorkers' pride into action against littering.
New research conducted by the Foundation revealed that while 83% of New Yorkers express pride in their city, nearly 40% admit to littering - a gap the campaign seeks to close by empowering everyone to keep their city clean.
"The 'Trash Revolution' must include all New Yorkers, and that's what this campaign from the New York City Sanitation Foundation is all about - taking pride in our city and ending a culture where some people think it's ok to litter," says New York City Mayor Eric Adams.
"We're proud to amplify this campaign to make sure that people in all five boroughs know we're not going to stand for littering, not now, not ever."
Javier Lojan, acting commissioner of the DSNY, explains further:
"10,000 of New York's strongest clean thousands of miles of City streets and handle 24 million pounds of trash each day, and we do it with pride. But in a city this size, we need all New Yorkers to do their part. This campaign supports our work by reminding every resident of their role in the cleanliness of the City, and that littering isn't just illegal, it's also true loser behaviour.”
The ‘Don't Do New York City Dirty’ campaign, created by Arnold NY, is rolling out across the City's landscape - from TV and radio spots to movie theatres through National CineMedia (NCM), double-decker buses, signage on the sides of sanitation trucks and more.
The campaign's simple yet powerful message aims to become part of New York's cultural vocabulary, creating a lasting phrase that resonates with New Yorkers for years to come. The message extends across major social media platforms with targeted content designed to reach New Yorkers of all ages, with special emphasis on engaging younger generations through the channels they use most.
In addition to private funding from the Sanitation Foundation, the City of New York will provide additional advertising placements for this campaign, beginning with millions of impressions on LinkNYC kiosks and posters on the sides of thousands of DSNY collection trucks. Throughout the Summer, the City will assess opportunities to provide additional space on Taxi TV, bus shelters, and beyond, in line with Mayor Adams' commitment to a clean, safe, liveable City.
The campaign comes to life through compelling videos directed by Nicholas Heller, aka New York Nico, forming the heart of this citywide initiative. These videos feature authentic and diverse New Yorkers, including the self-proclaimed ‘Mayor of Coney Island’ and legendary rapper Nems and the Green Lady (Elizabeth Sweetheart), sharing their deep connection to the City and why keeping it clean matters. New York-based photographer Jeremy Cohen captured all of the campaign's print and out-of-home imagery.
Caryl Englander, Sanitation Foundation Board chair says the campaign marks a turning point in how residents care for what he calls ‘the greatest City in the world’. “This isn't just a campaign - it's the foundation of a decades-long commitment to creating a culture of cleanliness in New York," he says. "We're building a movement where ‘Don't Do New York City Dirty’ becomes as fundamentally New York as the skyline itself. The Sanitation Foundation is proud to lead this enduring effort that will transform how generations of New Yorkers relate to their City."
Iconic TV producer and long-time Sanitation Foundation supporter Andy Cohen says:
"I may love a little trash talk, but I'd never trash this city. As a dad raising two kids here, I want them to grow up proud of New York - and that means clean streets and respect for where we live."
The campaign kicked off last Thursday, 15th May, in Cooper Square with ‘The Dirty Truth’, a free, one-of-a-kind public experience conceived and produced by Team Epiphany - a global, full-service marketing agency. This immersive installation transformed everyday litter such as takeout containers and coffee cups into provocative, larger-than-life sculptures that challenged perceptions and inspired action. The experience included both educational elements highlighting the impact of littering and interactive components that demonstrate how ‘trashing your trash’ creates visible change in our shared spaces.
The ‘Don't Do New York City Dirty’ movement is bolstered by a milestone study released last week by the Sanitation Foundation in partnership with Dreyfus Advisors. The report captures the first comprehensive research examining New Yorkers' attitudes toward and behaviours around littering. Key findings include:
* 83% of New Yorkers are proud of their city
* Eight in 10 New Yorkers think littering is a problem, yet nearly 40% admit to littering
* Only 29% of New Yorkers say they have never littered
The Sanitation Foundation also hosted a community cleanup last Friday at Cooper Square to pick up litter in the surrounding East Village. New Yorkers can also join the movement through year-round Sanitation Foundation programs such as the Sports Cleanup Series, Community Stewards, and Adopt Your Spot NYC - an initiative empowering residents to care for specific locations especially dear to them.
DSNY operates 59 district garages and manages a fleet of more than 2,000 rear-loading collection trucks, 450 mechanical brooms, 705 salt spreaders and several dozen bike lane operations machines. Under the Adams Administration, the Department is aggressively cleaning more parts of the City than ever before, including over 1,000 long-ignored areas spread across every neighbourhood, as well as cleaning the highways and managing graffiti removal.
22nd May 2025