It Matters is a data-driven social marketing campaign around the trash we make, how it has changed over time, what we do with it, and why it matters. Trash is a social, political, economic, environmental and feminist issue that we all participate in. We all create trash, but what happens after it leaves our homes? It Matters works to democratize the data around waste, and how we can individually and collectively make better decisions to leave less trace on our planet. The visually rich campaign utilizes site-specific data installations with QR codes directing to a web-based data story.