“Jacksonville is a beautiful city — full of charm, character, and potential,” said Mayor Deegan. “But litter and blight are getting in the way of that. People are fed up, and we’re doing something about it. This campaign is about taking our city back, block by block.”

The initiative aims to reduce litter, improve public spaces, and inspire a culture of civic pride through new programs in schools, enhanced enforcement of litter laws, upgraded city services, and broad grassroots involvement.

A special highlight is the launch of the “Jax Litter League,” a friendly citywide competition where teams of residents compete to clean up their neighborhoods and track progress through photos and bag counts. Top-performing teams will be rewarded with the chance to throw out the first pitch and enjoy a private suite night at a Jacksonville Jumbo Shrimp game.

“We’re thrilled to partner with the city on this anti-litter campaign,” said Harold Craw, Executive Vice President and General Manager of the Jacksonville Jumbo Shrimp. “This is a fun way to help address a real problem in the city and we think a lot of local baseball fans and folks in neighborhoods across the city will engage with it.”

In partnership with Keep Jacksonville Beautiful, city departments, environmental groups, and local sports teams, the campaign is rallying the entire community. Branded monthly cleanups will rotate through neighborhoods, and local businesses will be invited to earn “Litter-Free” certification for maintaining trash-free storefronts.

To help drive awareness, the city is deploying a new mascot: T.P. "Tidy Paws" McClean — a friendly raccoon who will lead educational efforts, especially among youth.

Technology will also play a major role. The campaign will make use of motion-activated surveillance cameras and potentially, drone technology to monitor known dumping areas, and the city’s MY JAX app will allow residents to report litter hotspots in real time.

“From deploying better tech to stronger enforcement to empowering thousands of volunteers with a shared mission, this is a campaign unlike anything we’ve done before,” said Richard Reichard, Director of the Office of Administrative Services. “It’s a fresh, coordinated approach powered by people who love this city.”

The campaign is targeting measurable outcomes, setting a goal of completing more than 100 community cleanups over the next 12 months. Over the next five years, the city hopes to cut litter in half, reduce blight-related violations by 40%, and inspire a lasting culture shift toward civic pride.

“This is about showing the world what Jacksonville can be when we all pitch in,” Mayor Deegan said. “Let’s Keep Jax Cute, Don’t Pollute—and let’s have fun doing it.”

To join the campaign or sign up your team for the Jax Litter League, visit www.jacksonville.gov/keepjaxcute.