CASE STUDY > KEEP LOUISIANA BEAUTIFUL
LET LOUISIANA SHINE
Campaigns that reduced litter in Louisiana and cleaned up at national awards.
The Opportunity
Putting the 'Paradise' back in Sportsman's Paradise.
Littering in Louisiana has been a long-term problem for the state, blighting our outdoor spaces and costing valuable resources each year. Keep Louisiana Beautiful, the anti-litter arm of the Lt. Governor’s office, sought to raise awareness of the issue.
The goal was to motivate Louisiana residents to take action to prevent litter within our state. But most people just take the problem for granted. How could we change their perspective enough that they’ll change their behavior?
THE INSIGHT
Local pride can help prevent litter.
Louisiana is blessed with the beauty of its outdoors — its swamps, bayous, wetlands, lakes, rivers, forests, and coastline. But it’s harder to enjoy the scenery when little reminders of the world we’re trying to escape are scattered all around. We all want to protect the serenity of nature that lights us up with pride and depends on our stewardship to thrive.
HOW WE MADE IT SIXY
Singing it into existence.
Inspired by the traditional hymn “This Little Light of Mine,” we developed an integrated creative and media campaign that invited all of Louisiana to “Let Louisiana Shine” by not only picking up litter, but also by preventing littering in the first place. Radio, television, signage, billboards, social media placements, branded toolkits, and more served to raise awareness and inspire audiences to adopt best practices in their daily lives to prevent litter from dimming Louisiana’s light.
We created custom music tracks in every broadcast commercial and partnered with dozens of Louisiana artists to produce unique renditions of ‘This Little Light of Mine’ paired with pleas to citizens to prevent littering in Louisiana.
HOW WE MADE IT SIXY
Love The Boot Week
Red Six Media was selected to create and manage marketing and advertising efforts for “Love the Boot” week, which invites non-profit organizations, local and state government entities, neighborhood organizations, schools, and individual citizens to organize cleanup events around the state. Primarily relying on radio, social media, and billboards, our integrated campaign drove traffic to LoveTheBoot.org and raised awareness for the event.
CREATING HAPPINESS
Learning to create a litterless Louisiana.
“Let Louisiana Shine” captured the spirit of Louisiana and brought communities across the state together around a common mission. As the campaign evolves year-over-year, residents and businesses are learning how to contribute to a litterless Louisiana.
Since then, our campaigns have contributed to significant year-over-year growth. In 2024, Love the Boot Week drew nearly 20,000 volunteers and 760 events across all 64 parishes, accounting for over 100,000 volunteer hours and more than 347 tons of litter removed.
Our inaugural “Love the Boot Week” attracted 8,476 volunteers to dedicate over 40,000 hours to cleanup efforts across 280 events in 54 parishes — resulting in the removal of 293 tons of litter. Participants also focused on community beautification — planting 131 trees and 671 plants, and refurbishing 58 gardens.
Since then, our campaigns have contributed to significant year-over-year growth. In 2024, Love the Boot Week drew nearly 20,000 volunteers and 760 events across all 64 parishes, accounting for over 100,000 volunteer hours and more than 347 tons of litter removed.
Gold Telly, Regional (2023)
Branding, "Let Louisiana Shine"
Bronze Telly, Regional (2023)
Use of Music, "Let Louisiana Shine"
Bronze Telly, Regional (2023)
Videography/Cinematography, "Let Louisiana Shine"
Gold Addy, District 7 (2023)
Cinematography – Single, "Let Louisiana Shine"
Bronze Telly, Regional (2023)
Public Interest/Awareness, "Let Louisiana Shine"
Six-Star Review
“Having worked with the Red Six Media team for two years, I can tell you that they are a very responsive, accessible and customer-focused group. We have a small staff, so often we have called on them in a pinch and they have always been there to help us out. In addition to the great customer service, they do awesome creative work. The ‘Love the Boot’ campaign they created and managed exceeded our expectations. I highly recommend Red Six Media.”
SUSAN RUSSELL
Executive Director,
Keep Louisiana Beautiful
