Nov 19 2015
Birdie vs. Litter: NYC Takes On Trash In New Ads
NYC's Birdie mascot refills a water bottle at a NYC H20 station.
Photo credit: Birdie NYC
November 19, 2015
Birdie vs. Litter: NYC Takes On Trash In New Ads

Category

Waste

New York is a trashy town. Each year, we generate over 3 million tons of residential waste. And another 3 million tons of commercial trash.

Last spring, Mayor Bill de Blasio declared war on all of this garbage. As part of his OneNYC plan, he gave the city a goal of sending zero waste to landfills by 2030—that’s the “0 x 30” signs you might notice on garbage trucks.

The de Blasio administration aims to achieve this goal by increasing the amount of trash that gets recycled or composted. But, the city is also trying to tame New Yorkers’ consumption habits—cutting down the amount of plastic bags, bottles and takeout cups we use will ultimately mean less trash going to landfills.

NYC mascot Birdie's ads supporting plastic bags

One of the BYO ads put out by the city.

With that in mind, the city just announced a media blitz to reduce waste and combat litter. The ads will feature Birdie, the government mascot who just starred in the city’s “B.Y.O.” (Bring Your Own) campaign. Birdie will again remind New Yorkers to “bring their own”—in this case, reusable mugs, bottles and bags. You’ll soon see the ads on sanitation trucks and at bus stops.

Can Ads Change Our Habits?

Still, you might wonder if even the best ad campaign can curb New York’s penchant for creating waste. City officials answer this with a clear “yes.”

According to GreeNYC, New Yorkers had “overwhelmingly positive feelings” towards Birdie’s first B.Y.O campaign. It even increased their feelings of responsibility for reducing waste: 14% of New Yorkers reported that it got them into the habit of carrying reusable bags, mugs and bottles; 36% reported that they now intend to always carry reusable bags; 42% intend to always carry a reusable water bottle; and 27% intend to always carry a reusable mug.

Still, getting 9 million New Yorkers to change their habits will probably take more than ads. The city’s Department of Environmental Protection is pitching in with a fleet of 500 new or repaired public water fountains and water bottle refilling stations across the five boroughs.

Trash cans will also be part of the solution. For now, many city trash cans are part of the problem—they’re teetering mountains of waste. So, as part of this new push, the Department of Sanitation is calling on New Yorkers to Adopt-a-Basket through a program that teams local residents, businesses and community groups with the city to monitor and change liners in trash baskets on busy streets.

Spare Our Waterways

Along with sparing landfills and streets, the city also hopes this new campaign will help keep our local waterways clean and healthy. After all, some of that errant trash makes its way into sewers and then winds its way into larger waterways. That leaves a lot of “plastic in our harbor and ocean…[which] is an assault on the environment,” says Judith A. Enck, the regional administrator for the U.S. Environmental Protection Agency.

“We are essentially turning our waters into a landfill,” Enck said. “The best way to remove trash from our waters is to keep it out in the first place. We need to reduce waste at the source. NYC’s Bring Your Own is a terrific initiative that should be repeated in other communities.”

NYC's Birdie mascot refills a water bottle at a NYC H20 station.
Photo credit: Birdie NYC