Official Branding & Social Media Toolkit (For Partner Use)

This toolkit is designed for outside organizations, nonprofits, neighborhood groups, businesses, and schools to amplify the City of Jacksonville’s litter and blight campaign: Keep Jax Cute: Don’t Pollute. Use this guide to align with city branding, access sample posts, and engage your audience with clarity and consistency.

Quick Links: Branding Guidelines  I  Social Media Standards  I  Social Media Posts  I  Campaign Resources  I  Asset Downloads

Branding Guidelines

To maintain a cohesive and effective citywide campaign identity, please observe the following style elements when creating materials:

✔️ Tone & Voice

• Playful yet civic-minded – clear, friendly, and community-focused.
• Speak in an inviting “you can help” tone with a call to action.
• Emphasize positive transformation over negative judgment.

✔️ Color Palette

• Bright, high-contrast colors to reflect energy and visibility:
• ​Avoid muted or overly corporate colors.

✔️ Visual Style

• Use clean, graphic-forward layouts with simple, high-impact visuals.
• Favor bold, readable typefaces over ornate fonts.
• Include campaign visuals (mascot, logos, cleanup photos) when possible.
• If including characters like the raccoon mascot T.P. McClean, use approved versions provided by the City.

✔️ Approved Campaign Names

• “Keep Jax Cute: Don’t Pollute” (primary campaign)
• “Jax Litter League” (cleanup team challenge program)

Campaign Name Usage

Use the full written name Keep Jax Cute: Don’t Pollute in all official communications. This version includes a colon to clearly separate the campaign's message and aligns with professional style standards.

Note: The campaign logo is stylized without punctuation, but all written text should follow the guidelines above.

Social Media Standards

Social Media Posts

The sample posts below are designed to help you share and support the Keep Jax Cute: Don’t Pollute and Jax Litter League campaigns with your own audiences. These are not required scripts—feel free to adjust the language to match your organization’s voice, as long as the overall tone remains upbeat, civic-minded, and community-focused.

Post Type 1: General Campaign Awareness

Facebook

Jacksonville is on a mission to stay cute—and litter-free!
Mayor Donna Deegan has launched a bold new campaign to tackle trash and blight across our city.
Whether you're reporting a problem, joining a cleanup, or just spreading the word, you can make a difference.
Post your cleanup photos and tag @CityofJax so we can share your impact!
#KeepJaxCute #DontPollute #CleanUpDuval

X (Twitter)

New citywide campaign alert: Keep Jax Cute: Don’t Pollute!
Mayor Deegan is leading the charge to fight litter & blight.
Join a cleanup. Take the pledge. Be part of the solution!
www.jacksonville.gov/keepjaxcute
#KeepJaxCute #DontPollute #CleanUpDuval

Instagram

From blighted to beautiful—we’re cleaning up Jacksonville one block at a time.
Mayor Donna Deegan’s Keep Jax Cute: Don’t Pollute campaign is your call to action.
✅ Take the pledge
✅ Report hotspots with MY JAX
✅ Join a cleanup!
#KeepJaxCute #DontPollute #CleanUpDuval #DuvalPride

Suggested Photos:

• Before & After Transformation: Side-by-side photos showing a cleaned-up area (same angle for impact).
  (Stock photo: “before after street cleanup” OR “urban transformation before after”)

• MyJax in Action: Someone holding a phone outdoors, showing how to report litter.
  (Stock photo: “person using mobile phone outdoors” OR “woman using app on smartphone in city”)

• Cleanup Kit Unboxing: Flat lay photo of cleanup supplies (gloves, bags, hand sanitizer).
  (Stock photo: “eco friendly cleanup supplies flat lay” OR “recycling tools on table”)

• Campaign Poster Display: Campaign poster hung in a window or community board.
  (Stock photo: “community bulletin board” OR “shop window flyer display”)

Post Type 2: Jax Litter League Recruitment

Facebook

Ready to play ball... with litter?
The Jax Litter League is now recruiting teams!
Clean up your community and compete for awesome prizes, including a VIP night at a Jumbo Shrimp game.
Sign up today!
#JaxLitterLeague #KeepJaxCute #DontPollute

X (Twitter)

Let’s knock litter outta the park!
Join the Jax Litter League
Win prizes & bragging rights
Sign up now
#JaxLitterLeague #KeepJaxCute

Instagram

Are you ready for cleanup season?
Grab your squad and join the Jax Litter League!
Weekly cleanups. Big prizes. Better neighborhoods.
Let’s make Jacksonville shine!
#JaxLitterLeague #KeepJaxCute #DontPollute #CleanUpDuval

Suggested Photos:

• Team Group Pose: Volunteers in matching shirts holding trash bags or cleanup gear.
  (Stock photo: “volunteer group trash cleanup” OR “team picking up litter”)

• Mascot Hype Shot: Jumbo Shrimp mascot cheering or posing with cleanup team.
  (Stock photo: “mascot with sports team” OR real event photos if available)

• Leaderboard Moment: Chalkboard or clipboard with handwritten team tallies.
  (Stock photo: “handwritten leaderboard” OR “chalkboard team scores”)

• Cleanup Kit Close-Up: A photo showing everything in a volunteer kit laid out neatly.
  (Stock photo: “volunteer supplies flat lay” OR “trash cleanup gear”)

Post Type 3: Volunteer Event Promotion

Facebook

Grabbers, gloves, and good vibes—our next Keep Jax Cute cleanup event is coming up!
📍 [Insert Neighborhood]
🕒 [Insert Date & Time]
We’ll bring the gear, you bring the energy. Let’s make our streets shine!
RSVP: jacksonville.gov/keepjaxcute
#KeepJaxCute #DontPollute #CleanUpDuval

X (Twitter)

[Neighborhood] [Date]
Free cleanup supplies
Help make Jacksonville sparkle—one block at a time!
jacksonville.gov/keepjaxcute
#KeepJaxCute #CleanUpDuval

Clean streets, full hearts, can’t lose.
Join the #KeepJaxCute movement at our next community cleanup!
📍 [Location]
🗓️ [Date]
Free snacks. Good vibes. Real impact.
Tag your team!
#CleanUpDuval #JaxLitterLeague #KeepJaxCute #DontPollute

Suggested Photos:

• Victory Shot: Group of smiling volunteers holding filled trash bags after cleanup.
  (Stock photo: “group of people holding garbage bags” OR “volunteers celebrating cleanup”)

• Action Shot: Volunteer picking up litter with grabber tool or placing trash in bag.
  (Stock photo: “person picking up litter with grabber” OR “volunteer cleaning park”)

• Ready to Clean: Backpack or tote filled with cleanup gear, ready to go.
  (Stock photo: “backpack with outdoor gear” OR “volunteer bag packed”)

• Snack Break: Cleanup crew enjoying snacks or water during a break.
  (Stock photo: “volunteers eating snacks” OR “group taking a break during community work”)

Campaign Resources

• 🖊️ Take the Pledge: Sign the “Keep Jax Cute, Don’t Pollute” pledge

• 🌐 Visit the MyJax Customer Service Online Portal: Submit waste collection requests and report neighborhood blight.

• 📱 Download the Waste & Recycling App: Get pickup reminders and sorting help

• 📆 Register a Cleanup Event: Request supplies, schedule pickups, and share results

• ⚾ Join the Jax Litter League: Compete to clean up and win big.

Asset Downloads

Access official campaign materials for Keep Jax Cute: Don’t Pollute and the Jax Litter League below.