An initiative conceptualised by Boomtown for Woodlands Dairy and First Choice, the campaign, titled ‘clean up the hood for good’, will roll out in the greater Kouga region.

"We’re thinking global and acting local," says First Choice GM: sales and marketing, Tinus Pretorius. "We want our movement to take off and be adopted by communities across the country in the coming years, and be an initiative for First Choice to own and be proud of."

The initiative includes a billboard that can be viewed by motorists as they leave the N2 and drive towards Humansdorp, a branded skip where the cleanup crew place collected litter, eye-catching bins used by the crew as well as smaller bins to share the initiative.

"As the campaign evolves, new elements will be added to create talkability, draw attention to the extent of littering on the environment and communities," adds Boomtown account director Lauren McNish. "The aim is to change people’s habits when it comes to disposing of their trash and respecting their environment."

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