This organization was started to help clean up Knoxville before the 1982 World’s Fair. Today, Keep Knoxville Beautiful organizes and supports more than 6,000 volunteers who remove over 116,000 pounds of litter from our roads, waterways and parks every year.

Keep Knoxville Beautiful asked The Thought Bureau to help them reach an elusive demographic: high school students. When we talked to teenagers to hear their feelings about littering and people who litter, a common theme rose to the top: Littering is Gross. A testimonial style social media campaign was crafted with an edgy vibe, anchored by monochromatic videos that cut through the social media feed clutter. They also got noticed. The campaign received 4 million views in a market of 40,000 students.