For a copywriting course, our brief was to create a social media campaign to attract youth for a local creek cleanup. Me and my partner Bri Fadeff created this campaign titled Trash Karma.

1. Attracting Youth Awareness for Coyote Creek
Proposal by Mia Guevarra and Bri Fadeff
TRASH KARMA
Pre-teens, teenagers, and young adults are constantly brousing Twitter and Instagram.
Coyote Creek currently has a great Facebook page, but it is unlikely a youth will find this
Facebook page by chance. We propose that by using the hashtag and tagline “Trash
Karma” on Instagram and Twitter, we will attract youths to become more interested in the
well being of Coyote Creek.
What isTrash Karma?
Therefore, with this #TrashKarma, youths can become engaged with the game of reading and
sharing a time when they encountered trash karma or perhaps harmed their own trash karma.
We then engage the audience further by asking them to submit their own #TrashConfessions
and tell us about a time they harmed their trash karma through Twitter.
Now that youths have been drawn into
the idea of Trash Karma, we can integrate
the call for action. Do you need to
restore your #TrashKarma? Here’s your
opportunity: restore Coyote Creek.
From here, we send our audience to the
Creek Clean Up sign up page and to the
traditional Coyote Creek Facebook page.
The idea behind this campaign is to attract attention. Sadly, most youths are turned off
by the idea of picking up other people’s trash. Dramatic images of the damaged state
of Coyote Creek is not always powerful to teens and young adults. In fact, photos of
trash and the negative aspects of the creek will turn youths away. Attracting youths in a
slightly less relevant way will draw them in and allow them to open their eyes towards
the creek and the fact that it needs restoration. The beauty about social media is that
something posted on Twitter or Instagram can then be linked to Facebook. One simple
post can transcend across multiple platforms. Asking youths to hashtag #TrashKarma
will increase curiosity. Once a viewer re-tweets or posts their own #TrashConfession or
#TrashKarma story, hundreds of eyes will see that one post and the snowball effect will
continue. Below you can see a sample of what an actual Trash Karma Twitter page would
look like.
Trash Karma is like the traditional concept of karma. Drop your banana peel on the
ground today, slip on a littered banana peel tomorrow...