This paper's objective was to create a communications plan to promote anti-litter and storm drain awareness among California preteens ages 8–14. The goal is to motivate them to take an active role in preserving their beaches and oceans for future generations.; This demographic, also called “tweens” are kids who are between childhood and adolescence. During this age, tweens develop more cognitive skills and become aware of the world around them as well as think about the future. This becomes the optimum time to target them with messages of environmental responsibility.; This paper includes research on environmental statistics, tween statistics and other pertinent information including physical and psychological profiles of tweens as well as tips on how to market to them.; This paper can also serve as a guideline for any California environmental organization (or any other environmental organization) interested in reaching the tween demographic.
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