It’s the newest in a series of informational ads from the Florida Department of Transportation’s (FDOT) Roadside Litter Prevention Education Campaign.
The campaign, which was unveiled earlier this spring, aims to reduce the incidence of littering on Florida highways, promote pride in the beauty of Florida’s landscapes and educate Florida motorists about the dangers and hazards of roadside litter.
Built around the theme, “DRIVE IT HOME . . . KEEP OUR PARADISE LITTER-FREESM,” the campaign enlists professional and amateur athletes from a variety of sports, who will appear in television and radio public service announcements, on print ads, outdoor billboards and in public appearances.
“The Decomp-O-Meter is an animated tool that looks and operates like a meter reader,” said Bernadette Morris, CEO of Sonshine Communications, the lead agency for the campaign. “As the amount of time it takes an item to decompose increases, the louder and more frequent the Decomp-O-Meter beeps.
“Florida has been challenged with a growing amount of litter accumulating on our state highway system,” said Tim Lattner, P.E., Director of Maintenance and the Chair of the FDOTeam Litter Prevention Education Committee. “We want to ensure that litter prevention measures are in place in communities across Florida to reverse this trend and this campaign has been launched to assist in this effort.”
The campaign also includes billboards, print ads, radio and television public service announcement featuring professional athletes with the message to