SOURCE: LevLane

LevLane

April 08, 2010 09:30 ET

City of Philadelphia Enlists Street Poets in Anti-Litter Ad Campaign

Street Poets Trash Trash

PHILADELPHIA, PA--(Marketwire - April 8, 2010) - Breaking this month, the City of Philadelphia Recycling Office's largest-ever anti-litter campaign consists solely of the spoken word compositions and performances of five Philly street poets, each accompanied by either congas, acoustic bass, or saxophone. The campaign is the work of advertising agency LevLane, Phila., and is part of a city-wide neighborhood improvement initiative by Mayor Michael A. Nutter.

The poetry performances were chosen for power, not prettiness.

The campaign's ad media executions include 5 each of TV :30s, radio :60s, and transit posters. The first three :30s can be seen at: http://bit.ly/8ZFeHG (Denice), http://bit.ly/cpnchP (Greg), and http://bit.ly/cYzLNQ (Steve). Additional :60 videos are on YouTube and at www.philadelphiastreets.com/unlitter-us-intro.aspx . The campaign will also include street poetry events, Facebook and Twitter presences, signage-designated "Litter Free School Zones," and (under the auspices of Commmunity Marketing Concepts, Phila.) block-by-block community mobilization drives.

The enlistment of authentic Philadelphia street poets derives from the idea that litter is corrosive to a community's emotional well-being, and that any effective voice for its elimination must be emotional and above all, peer-to-peer. From the 75 spoken word performers (found mostly through neighborhood high school and college poetry programs, and on late-night public radio) who composed and auditioned their own anti-litter messages, 5 were selected. Their 27-second poems (longer for online) make up the total campaign. Its only other words are the unspoken, agency-written, closing tag, "Un Litter Us."

Creative credits go to LevLane chief creative officer Bruce Lev, creative director/art director/producer Deb Racano, executive art director Lori Miller, and copywriter Jerry Selber. The director was Jim McGorman of Accordion Films. And the poet/performers are Denice Frohman, Gregory Corbin, Steve Annan, Whitney Peyton and Carlo Campbell.

LevLane is a full-service marketing communications agency with offices in Philadelphia and West Palm, Fla. Clients include regional KFC/Taco Bell, Beneficial Bank, ALI-ABA, Phila. Recycling Office, Fairmount Park Conservancy, WXPN, Phila. Corporation for Aging, Reliance Standard Life Insurance, Wesley Enhanced Living, Kennedy Health System and The Phila. Center City District, among others. www.levlane.com

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