Anti-Littering: Social Marketing for Behavior Change

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Litter and trash from consumer goods make up the majority of marine debris that pollute our waterways and oceans. Feel like your organization needs to do more than annual clean ups to reduce trash and litter, but not sure how to make an impact? Not sure what you can do to reduce litter and/or waste before it enters your local waterways? The answer – social marketing.

This webinar, co-hosted by the Urban Waters Learning Network and the EPA Trash Free Waters program, focused on applying social marketing principles to promote behavior change for anti-littering and waste reduction. Because littering and consumption are related to behaviors, social marketing needs to be used to promote behavior change.

The webinar starts off with the EPA’s Trash Free Waters program and their efforts to reduce trash from waterways by sharing best management practices, resources, and policies. The second portion of the webinar is about the successes and struggles of implementing waste reduction social marketing campaigns through the Trash Free Potomac Watershed Initiative.

For background information on social marketing, refer to River Network’s previous Social Marketing webinar for information on designing and managing a social marketing campaign.


  • Emma Maschal, ORISE Research Participant, Environmental Protection Agency
  • Laura Cattell Noll, Assistant Program Manager, Alice Ferguson Foundation