Case Study: Trash Masters Rewards – A Gamified Approach to Litter Prevention
Challenge/Overview
The Nobody Trashes Tennessee (NTT) Trash Masters Rewards program was created to encourage both community and individual involvement in litter prevention. Traditional litter cleanup programs often rely on large-scale events and group participation, leaving little incentive for individuals to take independent action. To address this, the program aimed to:
By addressing these challenges, the program set out to create a scalable, sustainable model for fostering cleaner, greener communities.
Our Approach
Recognizing the need for an innovative and budget-conscious solution, The Atkins Group, on behalf of the Tennessee Department of Transportation’s Nobody Trashes Tennessee campaign, developed a customized digital rewards program that gamified litter prevention efforts to drive engagement.
The program was designed to make participation easy, accessible, and rewarding. Individuals earn points for taking simple yet impactful actions such as picking up litter, participating in cleanup events, completing litter quizzes, checking in at partner locations, and even encouraging friends to join. These points can be redeemed for exclusive NTT swag, event tickets, and local business discounts, turning everyday environmental actions into a fun and engaging experience.
To ensure the program’s success, the launch was strategically timed and promoted. It debuted at the Keep Tennessee Beautiful conference, where affiliate group coordinators were introduced to the platform and received unique PIN codes for volunteers to redeem points through a detailed training video.
Marketing efforts were highly targeted, focusing on Gen Z and millennials who are audiences known to be highly responsive to gamification and rewards-based engagement. A mix of earned, organic and paid social media campaigns helped build momentum, and the program launch was aligned with No Trash November, a statewide litter prevention initiative. To drive early participation, double points were offered during November, creating an immediate incentive to sign up and take action.
Snapchat video highlighting Trash Masters Rewards.
Results
Trash Masters Rewards program exceeded expectations right from the beginning. In its very first month
Beyond the numbers, the program had a profound impact on participants’ behavior and engagement. Individuals who had previously picked up litter on their own felt recognized and appreciated for their efforts, reinforcing a stronger sense of ownership and responsibility toward their communities. The gamified experience made participation fun and rewarding, leading to sustained engagement rather than one-time actions.
From a financial and operational perspective, the program delivered exceptional value:
Economic impact: By encouraging partnerships with local businesses and sports teams, the program not only promotes litter prevention but also supports local economies through increased foot traffic and brand engagement.
Cost savings: Utilizing off-the-shelf solutions instead of developing a custom app resulted in significant development cost savings.
Scalability: The program’s structure is easily replicable for other states or organizations looking to implement similar rewards-based environmental initiatives.
The Trash Masters Rewards program has redefined litter prevention by turning it from a one-time volunteer effort into an engaging, ongoing movement. By combining technology, gamification, and incentives, the program empowers individuals and communities to take consistent action toward a cleaner Tennessee.
More than just a litter prevention initiative, it represents a scalable, cost-effective model that other states and organizations can replicate, proving that with the right approach, environmental responsibility can be both rewarding and impactful.
