KEEP MASSACHUSETTS BEAUTIFUL FALL 2025 CASE STUDY

Keep Massachusetts Beautiful (KMB) is an environmental nonprofit dedicated to making communities cleaner, greener, and more sustainable for the future. The organization leads statewide efforts to reduce litter, expand recycling awareness, and improve public spaces through projects and events like volunteer cleanups, creating educational materials, and collaborations with local governments and businesses to promote responsible environmental routines. Through outreach, advocacy, and hands-on initiatives, KMB works to preserve and enhance the natural environment across Massachusetts.

CHALLENGE

Throughout the semester, the main challenge we focused on was boosting community engagement, with younger audiences and news outlets across Massachusetts.

We focused on three key areas: youth engagement, outreach for the S2390 bill, and content creation. We aimed to better reach younger audiences by tailoring messaging and visuals to what resonates with individuals. At the same time, we strengthened outreach for the S2390 bill by creating clear, accessible explanations of the bills’ importance and identifying new outlets who could help amplify outreach. To tie everything together, we produced consistent, high-quality content, from infographics to interactive videos, to elevate KMB’s visibility and reinforce our goals across engagement and advocacy.

STRATEGY

Our approach centered on three main priorities: reaching younger audiences through social media platforms, increasing media presence in the Greater Boston area, and creating content that resonates with KMB’s target audience.

We began by meeting with the client on a weekly basis to clarify goals, expectations, and project deliverables, with a particular focus on the three goals mentioned above. Following this alignment, the team assessed KMB’s current digital presence and brainstormed creative ways to design content tailored to Gen Z moving forward.

From there, we built a detailed, multi-channel strategy that included creating weekly content, outreach to partner organizations and clubs, and on-site coverage of cleanup events. Each of these components worked together to broaden KMB’s reach and encourage meaningful, ongoing involvement from the community.

RESULTS

• Developed TikTok content targeting Gen Z to spread brand awareness and encourage environmental action across a younger audience, resulting in 10 TikTok videos accumulating thousands of views.     

  
  

• Organized a tabling event at BU’s George Sherman Union where team members promoted KMB’s petition to pass Resolve S.2390 to BU students, resulting in 50+ additional signatures on the petition. 

  
  

• Created a press release to spread awareness about Resolve S.2390 and pitched the topic to a variety of local journalists, securing a feature in Boston University’s student-run digital magazines, HerCampus.

  
  

• Rewrote a former petition to the state in support of Resolve S.2390 to be more concise and in a style more consistent with younger generations.