TODAY TOMORROW YESTERDAY :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::5 Years of Doing Beautiful Things ::::::::::::::::::::::::::::::::::::::::::::::::: KAB.ORG ::::::::::::::::::::::::::::::::::::::::::::::::: KEEP AMERICA BEAUTIFUL 2018 ANNUAL REPORT 65 YEARS OF DOING BEAUTIFUL THINGS KEEP AMERICA BEAUTIFUL 2018 ANNUAL REPORT This is our home. Yesterday, Today, Help me keep it beautiful. and Tomorrow America’s Leading Community Improvement Organization :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::: n 1953, America was in a post-war economic boom. And the future? We indeed live in a challenging time. We face environmental tests that are altering life on earth as With more packaged goods came a new problem— we know it. As a nation, we’re more divided than ever before. litter—and in 1953, national nonprofit Keep America Yet, Keep America Beautiful retains its neutral, nonpartisan Beautiful® was formed to address the issue of an approach to improving the communities we live in and love. increasingly littered landscape. We focus on individual responsibility and tri-sector IKeep America Beautiful launched what became a 20-year partnerships, believing that this sense of shared, universal public service advertising (PSA) campaign reaching tens of responsibility easily encourages alignment among millions of Americans. corporations, government, community leaders, and In 1960, we began collaborating with the Ad Council, initially individuals for the benefit of entire communities. using the character Susie Spotless to promote anti-littering During the past 65 years, Keep America Beautiful has grown efforts with taglines like “Every litter bit hurts” and “Don’t be from a public awareness slogan to the nation’s largest a litterbug.” community improvement organization. We have expanded Through the 1960s, the Keep America Beautiful message our footprint into more than 600 communities—large and of beautification and cleanliness reached across America small, urban and rural. and, on Earth Day in 1971, Keep America Beautiful unveiled LET’S TALK ABOUT AMERICA Keep America Beautiful brings people together to transform th the “People Start Pollution, People Can Stop It” PSA. The In celebration of our 65 anniversary, public spaces into beautiful places—as it has done yesterday ® award-winning “Crying Indian” PSA, featuring the actor Iron Keep America Beautiful reintroduced and today and will continue to do so for future generations. Eyes Cody paddling through polluted waters and shedding ourselves to America with a new his iconic tear, is often credited for the awakening of our public service advertisement (PSA)— nation’s environmental consciousness. “Let’s Talk About America”—which made its national launch in 2018. The history of Keep America Beautiful and the legacy of our PSA campaigns are intertwined. That was yesterday— With this PSA, Keep America Beautiful Sincerely, the foundational years of Keep America Beautiful. is demonstrating to a new generation of community stewards—those who Today, it is truly an honor to be at the helm of Keep America were not alive when the historic Beautiful as we celebrate 65th anniversary of this iconic “People Start Pollution. People Can organization’s inception. The reach and scale of the PSA Stop It.” campaign was released in the model still allows us to influence millions of Americans. 1970s—that it continues to make a “Let’s Talk About America,” the name of our 65th anniversary substantial economic, environmental PSA, conveys the present—and our future—while paying and social impact. tribute to our past. As the leading national nonprofit focused on keeping Helen Lowman Monique Oxender Cover photo courtesy of Halleloo Creative communities clean, green, and beautiful, we’re proud to see communities thrive as the result of our work. In 2018, the President and CEO Chief Sustainability Officer, Keep America Beautiful affiliate network, comprised of more Keep America Beautiful Keurig Dr Pepper than 600 community-based organizations, delivered $386 Chair million in direct economic benefits to the communities we Keep America Beautiful serve through our rigorous programming efforts. Board of Directors ::: 1 ::: KAB-29906 | 6.4 | 3 OUR TIMELINE KEEP AMERICA BEAUTIFUL 2018 ANNUAL REPORT KAB issues the first National Environmental 65 Years of Improving Stamp, featuring a painting of Iron Eyes Cody by KAB takes the “Back By Popular Neglect” Bob Timberlake. helm of America PSA brings Iron Eyes Cody Communities Recycles Day campaign back into the nation’s Keep America (Nov. 15), dedicated eco-consciousness. Beautiful honors to promoting Owens-Illinois recycling in the U.S. with its 33rd annual Vision for America Award, honoring one of KAB’s founding corporate partners. Waste in Place, Keep Keep America Beautiful KAB, in partnership with America Beautiful’s KAB launches Recycle- forms when a group of the U.S. EPA, creates “Close first teacher curriculum Bowl, the national recycling corporate and civic leaders the Loop, Buy Recycled.” supplement, is launched. competition for K–12 students. meet in New York City to bring the public and private Developed after the tragedy sectors together to develop of Sept. 11, 2001, Liberty and promote a national TV star David Janssen The “Captain Gardens inspired special places cleanliness ethic. places litter into the Cleanup” cartoon of natural beauty and honor Owens-Illinois Forest hits the scene to rid across America. Products Division’s litter the country of litter. In partnership with the box at the Bob Hope USDA’s People’s Garden Transitioning from initiative, KAB launches The first public service Desert Classic. A baby surrounded by the GLAD Bag-A-Thon, National Planting Day. announcement (PSA) on KAB launches the Great trash is the image used GREAT AMERICAN Brad Hauter’s 5,551-mile litter prevention appears. CLEANUP American Cleanup. for KAB’s “For Future Mow Across America highlights Generations” PSA. Great American Cleanup. 1953 2018 In celebration of our 65th Georgia Clean & anniversary, Beautiful becomes first Keep America Keep America Beautiful Take Action, IWantToBeRecycled.org Beautiful statewide program. an educational reintroduced program to ourself to “The Crying Indian” help get teens KAB and GLAD launch the A new animated PSA The Ad Council and KAB America with PSA first aired on involved in their GLAD Bag-a-Thon program, series featuring KAB introduce “I Want To a new PSA— Earth Day in 1971. communities, precursor to the Great MAN introduces KAB to a Be Recycled,” the PSA “Let’s Talk About launches. American Cleanup. contemporary audience. designed to motivate America.” Americans to recycle right. Susan Spotless Canine TV star appears in a series Lassie, with Lady of PSAs that remind Bird Johnson, Bud Light and Keep us that “every litter appears as mascot America Beautiful bit hurts.” for KAB anti-littering teamed up to “Do campaign. Good. Have Fun.” with community Introduction of the Clean The Cigarette Litter improvement Community System, KAB presents the first Prevention Program projects in more than precursor of the Keep Vision for America Award launches to address the 50 communities. America Beautiful System. to The Coca-Cola Company. nation’s most littered product. ::: 2 ::: ::: 3 ::: KEEP AMERICA BEAUTIFUL 2018 ANNUAL REPORT SECTION 1 By the Numbers :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::: Keep America Beautiful affiliates, • Clean and restore nature partner organizations, corporate trails, recreation areas, and We’re proud of our results. partners, and millions of volunteers playgrounds to encourage work collaboratively to: play and physical activity; The daily actions of our • Remove litter and debris from • Recycle aluminum cans, plastic roadsides, highways, shorelines, bottles, electronics, paper products, volunteers, affiliates and waterways; scrap tires, and clothing; and supporters lead to a • Plant trees, flowers, and gardens • Rebuild public spaces in to strengthen a community’s green communities struck by natural cleaner, greener, and more infrastructure; disasters; and • Restore urban, suburban, and beautiful America. rural business districts and thoroughfares. ::: 4 ::: ::: 5 ::: BY THE NUMBERS KEEP AMERICA BEAUTIFUL 2018 ANNUAL REPORT alarm-clock alarm-clock alarm-clock alarm-clock Total volunteer hours across all Keep America Beautiful programs. Our 12145, ,235 volunteers committed the equivalent of 1,385 years to improve their communities. :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::: Gwinnett County, GA Gwinnett Clean & Beautiful volunteers participate in the 4th Annual Great Gwinnett Wetlands cleanup at Bromolow Creek and Wetlands in Duluth, Georgia, where they picked up litter and removed invasive plants that choke the health of the wetland. ::: 6 ::: ::: 7 ::: BY THE NUMBERS KEEP AMERICA BEAUTIFUL 2018 ANNUAL REPORT trash-alt trash-alt trash-alt trash-alt Pounds of recyclables, litter, and debris collected 95,888,356 by our volunteers throughout the country. :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::: Richmond, VA Volunteers gather litter and recyclables