10 second recap: On May 15th, the Sanitation Foundation launched “Don’t Do NYC Dirty,” a bold new anti-littering campaign that blends street art, real voices, and civic pride to inspire New Yorkers to take action—and keep their city clean.
“Don’t Do NYC Dirty” is the latest citywide campaign aimed at tackling litter with a tone and identity that feels unmistakably New York. It’s loud, proud, and everywhere—with messaging rolling out across radio and TV, buses, sanitation trucks, and social media feeds. Created by the nonprofit Sanitation Foundation, the campaign is calling on all New Yorkers to transform their civic pride into action.
This isn’t your typical public service announcement—it’s a wake-up call. Using the city's signature attitude and a love of streetwise visuals, the campaign challenges the way we think about litter. The goal? To make “Don’t Do NYC Dirty” a lasting phrase in the city’s cultural vocabulary.
The campaign launched on May 15th, with “The Dirty Truth”—an immersive public art installation in Cooper Square that transformed everyday litter into striking visual statements. Coffee cups, takeout containers, metrocards, and more were reimagined as oversized sculptures designed to challenge perceptions and spark action. Visitors could explore the exhibit, engage with educational displays, and sign an interactive wall to publicly pledge their commitment to anti-littering.
The installation was open to the public and invited New Yorkers to reimagine waste not as an afterthought, but as part of a shared civic experience. The immersive environment exemplified the campaign's ability to connect emotion, culture, and action into one unified message.
Photo Credit: Sanitation Foundation
The campaign’s message comes to life through a series of short videos directed by native New Yorker and filmmaker Nicholas Heller–better known as New York Nico–that spotlight a diverse group of New Yorkers sharing what the city means to them. From longtime residents to local icons like rapper and self-proclaimed “Mayor of Coney Island” Nems, and the Green Lady (Elizabeth Sweetheart), each voice offers a personal perspective on why keeping New York clean is about more than just sanitation—it’s about community, identity, and taking pride in where you live.
In one Reel shared by the Sanitation Foundation, people reflect on what makes them proud to be New Yorkers. They talk about the city’s vibrancy, multicultural energy, fast-paced lifestyle, and strong sense of community. They also share how they contribute: by recycling, picking up litter, and carrying their own waste until they find a bin. The message resonates: taking care of New York is something we each have the power—and responsibility—to do.
Photo Credit: Sanitation Foundation
With broad visibility across city streets, screens, and neighborhoods, Don’t Do NYC Dirty is poised to become more than just a campaign—it’s on its way to becoming a lasting part of the city’s cultural fabric. The Sanitation Foundation has tapped into something deeper than messaging: a shared desire among New Yorkers to see their city respected, cared for, and taken seriously.
By leaning into bold design, real voices, and everyday action, the campaign speaks to New Yorkers in a language they understand—and rallies them around a collective standard for public space. It’s not about perfection; it’s about effort, respect, and pride in the places we all share.
At CITIBIN, we believe in that mission. We’ve always supported initiatives that elevate public space and promote care for the urban environment. We’re proud to help amplify this campaign and the work the Sanitation Foundation is doing to build a cleaner, more respectful city—one message, one action, and one block at a time.
“Don’t Do NYC Dirty” reminds us that caring for our city doesn’t have to be complicated. Sometimes, it’s as simple as picking up after yourself, holding onto trash until you find a bin, or encouraging a friend to do the same. These small actions—when done collectively—add up to something much bigger.
Campaigns like this succeed when they’re shared. So if the message resonates with you, talk about it. Repost it. Bring it up with your neighbors. Civic pride is contagious, and the more people who see this campaign, the more powerful it becomes.
To learn more, watch the launch videos, or find out how to get involved, visit the Sanitation Foundation’s website. Whether you're joining a cleanup or simply helping to spread the word, every small step contributes to a cleaner, more connected New York City.
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