Dive Brief:

• The NYC Department of Sanitation (DSNY) has teamed up with NYC Parks and the New York Knicks to launch the anti-litter campaign dubbed "Trash Talk New York." Commissioner Kathryn Garcia said the initiative is "about New York's Strongest teaming up with New Yorkers to get the word out – crying foul when we see someone not making the basket," according to a press statement.
• The initiative was revealed on Sunday during a free basketball clinic at the Cage Basketball Courts in the West Village of Manhattan. The clinic encouraged local children to practice their basketball skills while learning about city sanitation and litter reduction. 

• In addition to the basketball clinic, DSNY created a PSA to broadcast locally and on social media. The Department also has plans to install 500 hoop-themed litter baskets in parks across the city.

Dive Insight:

Anti-litter and recycling campaigns have become increasingly popular nationwide as sanitation and public works departments brainstorm ways to increase education on proper waste disposal. This initiative touts celebrity support — retired Knick Larry Johnson — to boost excitement. Similar campaigns have come from organizations like Recycle Across America. 

Another engagement tactic is to appeal to children, which can have long-term benefits. While some adults may already follow anti-littering policies — or may not care enough to change their littering habits — children tend to be receptive of these practices when they're presented in a fun, interactive way. By getting the youth community active and interested in proper waste management, there is greater promise that they'll grow into advocates and potential workforce leaders.

DSNY has stayed extremely active this year by making efforts to boost community relations while implementing diversion programs and dealing with corporate contracts. As the summer approaches and presents seasonal challenges for the sanitation team — odors, pests and extreme heat — it will be important for DSNY to remain a positive role model through continued progress.