The Assignment

Smith Communications has been handling PR and communications for Verpact's B2B and B2C-related campaigns since 2015. Verpact aims to prevent and combat litter in the Netherlands. Through targeted campaigns, research, collaborations, knowledge sharing and advice to companies, the foundation takes action against litter. Every year, spring - and with it the outdoor season - is ushered in with the National Clean-up Day: a day when everyone, from neighbors to colleagues, takes to the streets to clear the outdoor space of litter.

The Approach

In consultation with Verpact, we create annual PR moments and stunts that we manage to successfully plug in national and regional (trade) media. In the week before National Clean-up Day, we go criss-cross through the country to accompany the media highlighting the special clean-up actions of both individuals and organizations. In advance, the Smith Communications team makes an inventory of all beautiful and interesting actions and then links them to the appropriate media using a customized approach.

The Results

Over the years, the National Clean-up Day has been featured in all major national and regional media. RTL Nieuws visited a clean-up action in Rotterdam, the Jeugdjournaal covered a school day in Noord-Brabant and NPO radio 1 reported on a local clean-up action in Reeuwijk. Among others NOS and NU.nl reported at the end of the day how many people eventually participated in this edition.

Naturally, the Smith Communications team will also be picking up the dustpan and garbage bag at least once during the week of the National Clean-up Day. A nice bonus is that by dedicating ourselves to Verpact and the National Clean-up Day, we can contribute to creating awareness among entrepreneurs and consumers about the effect of a clean living environment.