About

The Sanitation Foundation is the official non-profit of the NYC Department of Sanitation. Their mission is to support the work of DSNY to clean up the city and reduce the amount of waste that ends up in landfills. Through a variety of public programs, the Foundation engages residents of NYC to participate in a cleaner, healthier and more sustainable city.

Challenge

Historically, the foundation’s efforts have focused on engaging small, localized communities. While this approach has built strong connections, it has limited the reach and scale of impact. With the ambitious goal of creating a cleaner city, how can we elevate this work beyond local pockets and engage New Yorkers on a citywide level?

Services

Brand Strategy

Creative Direction

Strategic Partnerships

Campaign

Content Creation

Findings

Scaling the foundation’s efforts citywide involves creating a unified volunteer program that leverages partnerships with city institutions, local influencers, and media outlets.

By aligning the initiative with major events like Climate Action Week and using clear, relatable messaging, the foundation was able to engage broader audiences, while retaining a grassroots approach.

Campaign Approach

The concept was brought to life through a citywide event, The Great Broadway Sweep: a week of cleanups along NYC’s most iconic street in partnership with Business Improvement Districts. Breaking the stigma of traditional non-profit/volunteer communications, Terrane created a high visibility campaign alongside a refreshed style of photography, video and motion graphics.