CLEAN CA Branded Trash Receptacle Campaign

Tactics

Place-Based Media — Branded Trash Receptacles

The Challenge

In response to Caltrans' RFP, iKahan, in collaboration with SAGENT, needed to design and implement an impactful place-based media campaign to deploy targeted advertising within high-traffic retail environments, including supermarkets, convenience stores, gas stations, and community-centered locations across California.

Our Solution

The Clean California initiative is a sweeping, $1.2B multiyear cleanup effort launched by Gov. Gavin Newsom in July 2021, led by Caltrans to remove trash, create thousands of jobs, and partner with communities across the state to reclaim, transform, and beautify public spaces. iKahan deployed 340 branded trash receptacles across 170 gas stations in all 12 Caltrans Districts — two 50-gallon bins per station with bi-weekly maintenance audits.

Results

• 170 gas stations across all 12 Caltrans Districts
• 340 branded trash receptacles deployed statewide
• Weekly impressions averaging 7,700 per location
• ~440,640 lbs. of litter managed annually across all locations
• Each bin averaged 27 lbs. waste, changed twice weekly