Primary Contact, R+M: Beverly Murray,
Cell: 919-417-1577 Office: 919-677-9555, ext. 11

Cary, N.C. – January 27, 2011 – New Year’s Eve is a time for new beginnings and putting our best foot forward. R+M capitalized on that by launching Wake County’s 86it Anti-Litter Movement at First Night Raleigh, the area’s annual New Year’s Eve celebration.

With the help of the movement’s mascot, Chuck, his vinyl-wrapped Chuck Wagon vehicle and plenty of fellow 86ers, the word got out: let’s start the new year off right by 86ing our trash and respecting the can.

“To truly enact change, you must change behaviors. Getting people to stop littering is a tall order and cleanup alone is not the solution. We are rallying Wake County around community pride. That’s why we call it a movement, not a campaign,” says Beverly Murray, president of R+M. “In these economic times, agencies have to think differently and arm their clients with the tools to occasionally carry the torch by themselves, while staying on brand.”

“It was extremely satisfying to see months of hard work culminate in a successful launch at First Night. But the thing I’m most excited about is that the 86it Anti-Litter Movement will get citizens involved as the solution. Litter isn’t a problem that government can solve by itself,” says Matt Roylance, deputy director of Wake County’s Environmental Services Department.

Under the agency’s guidance, Wake County’s Environmental Services Department will continue to spread the 86it message at county-wide events and social networks in the coming months. The 86it Anti-Litter Movement will be partnering with NHL Green to spread the 86it and recycling messages at the NHL All-Star Weekend at the RBC Center, January 29 and 30. See the interview.

About R+M
R+M creates experiences that get people talking about brands that positively impact our health, well-being and social responsibility. The agency’s whole-brand approach leverages traditional tactics alongside unconventional approaches that connect our clients with their customers. Though the agency has garnered its share of local and national recognition, it’s most proud of its passion for hunger relief and prevention, encouraging kids to be active and getting client high fives for making marketing budgets act twice their size. Get activated at