The History
Green Up Day is celebrated on the first Saturday in May in Vermont. It is a statewide effort to clean up roadside trash. Ten percent of the funding for the event comes from the state, and rest comes from the nonprofit organization Green Up. The mission of
Green Up is to promote the stewardship of Vermont’s natural landscape and the livability of communities by involving people in Green Up Day, and raising public awareness about the benefits of a litter-free environment. Green Up aims to create a statewide movement for social good.
The Opportunity
In 1998, Green Up was a fledgling, grassroots movement that relied solely on individual donations and volunteers. To truly make a positive impact in Vermont and protect the environment, Green Up needed to expand awareness. The state of Vermont is known for being very environmentally conscious, it’s the most eco-friendly state, which perfectly aligns with Green Up’s mission. Green Up had a great opportunity to leverage the state’s eco-friendly attitude and make a difference, but there was a lack of community knowledge about Green Up Day and the benefits to the community. Green Up lacked the funding and focus needed to raise statewide awareness. Enter MagnifyGOOD.
The Solution
We understood that Green Up needed to increase media exposure and create corporate sponsorships in order to create a statewide movement. By leveraging existing assets we were able to develop a strong brand identity for Green Up. We assisted them in creating programs that would attract companies with an interest in social good to sponsor Green Up Day. We also built partnerships with media organizations throughout the state to maximize exposure.
The GOOD
Our efforts resulted in many corporate sponsors for Green Up Day and statewide media coverage of the event. The grassroots movement grew into a large-scale campaign with 15,000 participants statewide. All the organizations that sponsored the event continued to maintain the partnership after the first year, and many still sponsor the event. Green Up Day continues to be a successful event with more than 40,000 bags of trash collected annually. The event promotes the protection of the state’s environment and encourages people of all ages to do their part and help keep Vermont green.
