California Coastal Commission – Countdown to Extinction
Every year, the CCC hosts California Coastal Cleanup Day, a chance for Californians to come out and help clean up their state. To help spread the word, we developed posters, busbacks, T-Shirts, handouts and a fun, sharable social campaign that counted down 29 Days to Extinction on Facebook and Twitter. We imagined the trash on our coast as a collection of malevolent creatures. We gave them Latin classifications and developed species charts to help audiences easily identify these culprits that need to be wiped from the Earth. The event was a great success, bringing out over 50,000 volunteers who helped pick up more than 250 tons of trash.