#United States #New York City #NYC #Sanitation Foundation #anti-littering

A New Movement for a Cleaner New York City

In a groundbreaking initiative, the Sanitation Foundation, in collaboration with the NYC Department of Sanitation (DSNY), has launched the "Don't Do New York City Dirty" campaign aimed at fostering civic pride and combating littering. On May 15, 2025, this effort was unveiled to address the stark contrast between New Yorkers' pride and their littering habits, revealed by a recent study stating that while 83% of residents are proud of their city, nearly 40% admitted to littering.

Bridging the Pride-Litter Gap

New York City Mayor Eric Adams emphasized the importance of collective action in this campaign, declaring that the "Trash Revolution" must involve all citizens. He expressed a commitment to eradicate the cultural acceptance of littering and inspire a unified effort to keep the city clean. Mayor Adams stated, “...we’re not going to stand for littering, not now, not ever.” This clarion call invites New Yorkers to recognize their individual roles in maintaining the city's cleanliness and integrity.

A Strong Support System

The campaign focuses on the daily efforts of the NYC Department of Sanitation, which continually works tirelessly to clean the city's streets and manage millions of pounds of trash each day. Acting Commissioner Javier Lojan reaffirmed that the contributions of individuals are crucial in supporting municipal efforts, highlighting that littering not only poses legal issues but is fundamentally damaging to community pride.

Comprehensive Campaign Rollout

Created by Arnold NY, the campaign spans various media platforms, with content deployed across television, radio, online, and in theatres. The phrase "Don't Do New York City Dirty" aims to root itself in the cultural vernacular of the city, encouraging a shared responsibility among all New Yorkers. Special efforts are made to engage younger generations through social media, creating an inclusive atmosphere that appeals to a vast demographic.

In addition to private funding from the Sanitation Foundation, the city government has committed to providing additional advertising space. Initiatives include prominent displays on LinkNYC kiosks, strategic placements on sanitation trucks, and more, aligning with Mayor Adams’ vision for a clean and liveable city.

An Artistic Expression of Cleanliness

This campaign is visually brought to life through a series of impactful videos directed by Nicholas Heller, known as New York Nico, featuring diverse New Yorkers discussing their connection to the city and the significance of maintaining cleanliness. The photography that captures the essence of the campaign was created by local artist Jeremy Cohen.

Community Involvement and Education

The kick-off event at Cooper Square featured an immersive experience dubbed "The Dirty Truth," transforming common litter into striking, oversized sculptures that convey the serious message of awareness and action. This engaging installation ran through May 17, showcasing both educational infographics about littering and participatory elements promoting community responsibility.

Research Backing the Initiative

Reinforcing the campaign is a key study published by the Sanitation Foundation alongside Dreyfus Advisors. This comprehensive research not only reveals New Yorkers’ pride but also indicates a crucial disconnect in behavior – a reminder that the pride people feel for their city must translate into action. The study highlighted that while 80% of New Yorkers view littering as an issue, a significant number still engage in the act themselves.

Join the Movement

On May 16, as part of the campaign, the Sanitation Foundation organized a community cleanup in East Village, inviting residents to participate and show their commitment to a cleaner city. Ongoing opportunities for involvement include various programs, such as the Sports Cleanup Series and Adopt Your Spot NYC, where New Yorkers can take ownership of maintaining their beloved local areas.

To learn how to become a part of this transformative movement, visit www.sanitationfoundation.org. Together, we can all contribute to ensuring that New York remains a vibrant, clean, and beautiful city for generations to come.

About the Sanitation Foundation

As the official non-profit partner of the NYC Department of Sanitation (DSNY), the Sanitation Foundation is dedicated to enhancing the city's cleanliness and sustainability initiatives. By engaging individuals, businesses, and community groups, they foster a commitment that empowers citizens to play an active role in building a healthier NYC. Find out more at www.sanitationfoundation.org.