iKahan x Sagent x Caltrans
Case Study: CLEAN CA Branded Trash Receptacle Campaign
Overview
The Clean California initiative is a sweeping, $1.2B multiyear cleanup effort launched by Gov. Gavin Newsom in July 2021, led by Caltrans to remove trash, create thousands of jobs, and partner with communities across the state to reclaim, transform, and beautify public spaces.
About Clean California
Since its launch in July 2021, Caltrans and its local partners have picked up more than 3 million cubic yards of litter—enough to cover nine lanes of Interstate 5 from San Diego to the Canadian border. Caltrans has hosted more than 500 free dump days in communities statewide, collecting over 12,000 mattresses and 50,000 tires. The initiative has engaged approximately 60,000 community cleanup volunteers and created more than 18,000 jobs, including positions for individuals who were formerly incarcerated, on probation, or experiencing housing insecurity.
The iKahan Assignment
In response to Caltrans' RFP, iKahan, in collaboration with SAGENT, designed and implemented an impactful place-based media campaign, launching on April 3, 2023, running through April 27, 2025. The primary goal was to deploy targeted advertising within high-traffic retail environments, including supermarkets, convenience stores, gas stations, and community-centered locations across California.
Our Approach
iKahan created a dual-purpose solution—branded trash receptacles strategically placed at neighborhood gas stations throughout the state. These receptacles served as highly visible advertising mediums to promote the Clean California initiative while actively supporting litter reduction and effective waste management.
Implementation & Execution
iKahan collaborated with 170 gas stations spanning all 12 Caltrans Districts to deploy branded trash receptacles.
Each participating station featured two prominently placed bins, each with a 50-gallon capacity.
Conducted meticulous bi-weekly audits to ensure cleanliness, proper placement, and optimal bin maintenance.
Managed efficient logistics for trash disposal, regularly refreshing bags to maintain receptacle effectiveness.
Impact & Results
The iKahan campaign achieved notable success, generating both strong public engagement and measurable environmental impact:
Deployed a total of 340 branded trash receptacles statewide, achieving consistent visibility with weekly impressions averaging 7,700 per location.
Each 50-gallon bag, changed twice weekly, averaged 27 lbs. of waste, resulting in approximately 2,592 lbs. managed annually per location.
Across all locations, this totals an estimated 440,640 lbs. of litter properly managed each year, significantly reducing litter pollution and contributing to cleaner communities.
Conclusion
The iKahan Clean California branded trash receptacle campaign successfully leveraged strategic media placement and meticulous operational oversight, fostering a meaningful shift toward public cleanliness and civic responsibility. Through continued monitoring and strategic enhancements, iKahan supports Caltrans’ broader goal of transforming California's public spaces, demonstrating the powerful potential of place-based media in driving positive community and environmental outcomes.
