New York has a garbage problem – it’s everywhere. So we had to do more than just raise awareness. We needed to create a campaign deliberately crafted to get people talking – trash talking. So we purposely used sticky language and phrases we knew New Yorkers would quickly adopt. And we weren’t disappointed. Immediately after the launch, major television networks, news publications and even “Saturday Night Live” were all talking all kinds of trash – leading to over 246 million PR impressions. #GarbageNewYorker

The results were no Joke. Well, SNL disagrees ; )