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Keep America Beautiful Launches Viral Effort to Raise Awareness, Prevent Litter, Encourage Recycling and Promote Community Beautification

Submitted by: Keep America Beautiful

Categories: Events, Environment

Posted: Apr 24, 2007 – 04:53 PM EST


KAB Man, superhero for the environment and defender of natural beauty, will take to the skies, the streets, and the web

Apr. 24 /CSRwire/ - STAMFORD, CT - April 24, 2007 – Keep America Beautiful, Inc. (KAB), the national nonprofit that famously sponsored the "Crying Indian" public service advertisements in the 1970's, will unveil the organization's first national outreach effort since 1998 during a Times Square ceremony on Tuesday, April 24th.

The campaign will launch with three web-based animated films, viewable from KAB Man, the central character, is a 20-something everyman enlisted to help the organization's mission to reduce litter, promote recycling and waste reduction, and to encourage community beautification through graffiti prevention, tree plantings, community gardens and green spaces.

The website will also feature bonus content such as an online "fly and recycle" game, eco-friendly themed merchandise, and downloadable posters. The posters feature Molly Sims, co-star of NBC's "Las Vegas" and supermodel, who makes an animated cameo appearance in one film. Funds raised through online donations and purchases will support KAB's mission and ongoing activities to improve communities through its network of nearly 1,000 local affiliates and participating organizations.

"KAB recognizes that the future of our organization depends upon engaging today's up-and-coming generation of environmental stewards, and the web is the place to reach them," said Robert Wallace, KAB's vice president of communications. "Like most people, this generation feels overwhelmed by big-picture environmental issues like global warming, and they are seeking ways to be a part of the solution through their everyday choices and actions. KAB Man is here to help."

The character and films were conceived, directed and produced pro bono by San Francisco ad agency, Goodby Silverstein and Partners. "The time for a reluctant, semi-competent, funny-sounding champion of environmental responsibility has come," said Jeff Goodby, agency president and creative director of the campaign. "Litterers and recycling scofflaws are shaking in their boots."

Additional new media and social networking efforts will include a KAB Man page on (, outreach to blogs and other social media outlets, and future promotions that enlist viewers as "environmental superheroes." What can YOU do to keep America beautiful? Log on to for more details.

About Keep America Beautiful, Inc.

Keep America Beautiful, Inc., established in 1953, is the nation’s largest volunteer-based community action and education organization. This national nonprofit forms public-private partnerships and programs that engage individuals to take greater responsibility for improving their community's environment. The Great American Cleanup™ is the organization's signature program that mobilizes millions of volunteers to improve their communities through hands-on participation. For more information, visit

For more information, please contact:

Josette Robinson
Phone: 212.279.3115 ext. 212
Robert Wallace
Phone: 203-323-8987, ext. 811

For more from this organization:

Keep America Beautiful


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