In 1953, the packaging industry—led by American Can Company and Owens-Illinois Glass Company, inventors of the one-way can and bottle, respectively—joined up with other industry leaders, including Coca-Cola and the Dixie Cup Company to form Keep America Beautiful (KAB), which still exists today. KAB was well-funded and started a massive media campaign to rail against bad environmental habits on the part of individuals rather than businesses. And that meant cracking down on litter. Within the first few years, KAB had statewide antilitter campaigns planned or running in thirty-two states.

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https://www.motherjones.com/politics/2006/05/origins-anti-litter-campaigns/