United Airlines

Chief Trash Officer - Fresh


It’s been one year since Oscar the Grouch has taken on his role as Chief Trash Officer at United. United just launched an update to our award-winning public awareness campaign with the most iconic character of the world’s most famous street to help educate everyone on the benefits of sustainable aviation fuel (SAF) and United’s sustainability commitment.
The new education campaign website is live: Meet Our Chief Trash Officer | United Airlines

Children (and adults) who are fans of Sesame Street and Oscar the Grouch, can get their own personalized email from the iconic character. How? As part of the United’s updated education campaign for sustainability, kids who write an email to Oscar the Grouch, who also happens to be the Chief Trash Officer for United, will receive a special direct message from Oscar. In the message, the Chief Trash Officer also provides fun, educational facts about sustainability.

“Every airline uses jet fuel to run their business and no airline will solve its emissions problem on its own. To meaningfully move the needle, change must happen at a systemic scale so we set out to make Sustainable Aviation Fuel something everyone can understand. Content that addresses sustainability is oftentimes too vague to mean much or it’s so technical that it fails to impact an everyday audience. In order to rally people to the cause, we needed to capture attention by turning the complex into something truly entertaining. With our Chief Trash Officer campaign, we set out to make content that people would not only watch but enjoy, shining a spotlight on the kinds of tangible actions United Airlines is taking that will encourage change at scale.” – Maggie Schmerin, Chief Advertising Officer

This professional campaign titled 'Chief Trash Officer - Fresh' was published in United States in February, 2024. It was created for the brand: United Airlines, . This Integrated medium campaign is related to the Travel and Tourism industry and contains 3 media assets. It was submitted about 2 months ago.


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