This ad campaign was created for L​ itter Project​, an organization dedicated to picking up a piece of litter daily. This campaign targets young adults between the ages of 16-25. A study done by ​Keep America Beautiful f​ound that individuals under the age of 30 are more likely to litter, and 85% of littering is a result of individual attitude. The goal of this campaign is to get the younger generation to stop and think before littering, and hopefully not litter at all. The use of simplistic graphics and straightforward messages will communicate the objective clearly. Billboard and digital ads are the best way to get the message out to young adults. This campaign will create a different impact on people through less triggering imagery. Through the use of cartoon illustrations versus actual photographs of animals in distress, people won’t turn away from the ads due to negative imagery and feelings of guilt.