When Starbucks brought back the unicorn frappuccino for one weekend only last month, one user in Los Angeles posted a video online of trash cans overflowing with drinks, many of them still full, outside of the viral pink wall.
The beverages, allegedly bought solely for the photo opportunity, raise a larger question about what happens when an L.A. landmark becomes a social media destination. With increased tourism comes an increased amount of trash in the area and traffic congestion.
The Hollywood sign is another major L.A. landmark where tourists visit in droves year-round to take photos to post on social media. However, residents told CBS News in May that illegal parking in the road and littering of cigarette butts in the area make them concerned about their safety in the event of a fire. According to City Councilmember Nithya Raman’s website, who represents the neighborhood, the popularity of posting photos of the sign on social media has exacerbated the traffic, as users want to get as close as possible to the sign.
While social media trends could be contributing to L.A.’s trash and environmental problems, one concerned resident is using his platform to try to fight back against and prevent littering. Juan Naula, founder of nonprofit organization Clean L.A. With Me, began posting videos to social media in 2024 of his grassroots clean-up efforts, “mingas,” to try to inspire tourists and Angelenos alike to be mindful of littering.
“Starbucks cups with names written on them are everywhere in Los Angeles,” one Clean L.A. With Me post reads. “These cups don’t just carry coffee—they carry the evidence of how careless we’ve become.”
Naula said he started the cleanup efforts after only five weeks of living in L.A., and has since quit his job to dedicate his time to Clean L.A. With Me. He said that he hopes that if people are unable to come and join him, they do their part by sharing his social media content to spread awareness of the severity of the problem and participate in preventing it.
“I think social media can be bad and can be good, but I’m using it for good because I’m trying [to use] my platform to prevent littering, to prevent people throwing trash on the streets,” Naula said. “Social media is a tool.”
Through the nonprofit ’s website, Angelenos can put in requests for Naula to host a minga in their area. One particular location he has gotten requests for is Venice Beach, which happens to be the second most “Instagrammable” destination in California according to Family Destinations Guide, with 4.5 million posts using its hashtag.
“People ask me to come and help… because they put a request on 311, and then 311 is not showing. So now I’m the 311,” Naula said. “It’s everybody. The government, people, everybody has to do better [for] a better L.A.”
Many community members, Naula said, have answered the call. His weekly Saturday mingas have been growing in the number of participants, with over 1000 volunteers showing up to all 79 of his mingas so far. Every Saturday, he said, it’s a new, diverse group of Angelenos who he hopes will keep showing up to clean up their community.
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