To drive attendance at Keep Tampa Bay Beautiful’s annual cleanup, we tapped into the true crime boom, where audiences want to play detective and uncover the truth themselves. We positioned pollution as a Tampa Bay “serial killer,” creating a fake true-crime podcast that exposed how more than 3 billion pieces of plastic flow from the Hillsborough River into the bay each year, endangering local wildlife. To bring the campaign to life, we produced a video, developed a radio spot that aired on local stations, designed a poster series to promote the cleanup, and even created the event t-shirts. Together, these pieces built a cohesive campaign that raised awareness and inspired action.