Chief Trash Officer

About This Project

Summary

United had a bold, possibly crazy answer to the question of who should lead the “garbage is good” conversation. How about a nostalgic reminder from our childhood who can make the complex simple and put us all in instant learn mode? The company made a strategic hire. Introducing United’s first ever Chief Trash Officer: Oscar the Grouch To turbocharge the initiative, United sparked a global conversation that sparked action.

Goals & Objectives

Change isn’t possible if people don’t know about or understand the solution. United had to capture people’s attention and make SAF digestible in order to educate the public about the need for action that could create an outsized impact. So United set out to educate the world with an voice.

Results & Impact

165M+ passengers educated 572M+ impressions 200M+ invested by United and 21 corporate partners into the UAV Sustainable Flight Fund, an investment vehicle designed to invest in start-ups developing technologies and innovations that could help decarbonize aviation and energy supply chains.