Join our partner coalition and help make littering ...€¦ · campaign to end littering 15 We feel...

Join our partner coalition and help make littering culturally unacceptable in a generation

PRESENTATION TO FOOD AND DRINK FEDERATION MEMBERS

FEBRUARY 2020

PRIVATE & CONFIDENTIAL. NOT FOR ONWARD CIRCULATION.

AGENDA

• The issue

• Campaign strategy

• Objectives

• Audience

• Comms framework

• Our campaign identity

• Year 1 Results

• Working in partnership

• Next steps

2

Private and confidential – not for onward circulation

Litter is more than just unsightly

3

Street cleaning cost

local government

£663m, or £28 per

household, in 2017/18¹

Average of 14 calls a

day to the RSPCA about

animals affected by

litter²

Key government priority

¹MHCLG data, 2017/8 England

²MHCLG data, 2016/7 EnglandPrivate and confidential – not for onward circulation

Litter is wasted resource in a circular economy

4


CAMPAIGN STRATEGY

5

We want this campaign to achieve a real shift in attitudes

1. Reduce tolerance to litter by making it

culturally unacceptable

Shift in acceptance of dropping litter if

there are no bins or if the bins are full

among 18-24 year olds

Bring 18-24s acceptability of either scenario in line with

the general population

2. Target audience recalling the campaign

messages

Number of 18-24 year olds recognising and

recalling the campaign messages

See at least 25% campaign recall

among 18-24 year olds in tracking surveys

3. Unite partners to take sustained action on litter

Recruit at least 10 active and relevant partners who are

aligned to the litter strategy

Partners bring a combined marketing

value of £1m

(mix of in-kind value and campaign

funding)

6

TargetObjective Measure


We need to tackle the attitudes of those who are more likely to litter

7

Primary Audience

Secondary Audience

General population of England

16 – 24 year olds and drivers living in England


Our campaign has a two-phased approach

8

ROLE

TONE &

MESSAGING

PURPOSE

ALERT & EDUCATE MOTIVATE & NORMALISE

CHANNELS

Frequent, relatable, visual Personalised, contextualised, simple

Continue to drive relevance across the

year with a compelling and relevant

narrative to continually raise awareness of

the scale of the issue. Join conversations

they are already engaged in. Challenge

‘anonymous’ behaviour in cars.

Drive frequency of message and normalise the

message by reminding 16-24 year olds and

drivers about the campaign in proximity to

purchase and littering locations.

Stakeholder

comms and

endorsement

Continue to

reference in Defra

communications

Partnerships

(commercial and

NGO sector)

Social media

(KBT & Defra)

Out of home

advertising –

roadside and

shopping centres


Identifying the relevant partners to help deliver the message

9

FREQUENTLY LITTERED ITEMS

Top ten types of litter

found on the highest

percentage of sites¹

FREQUENTLY LITTERED LOCATIONS

51% of ‘[Other] Retail

and Commercial Sites’

had fast food-related

litter on them, higher

than the average found

across all land uses.

24% of roads did not

meet the acceptable

standard for litter²Perceived acceptability

of litter versus its ease

of cleaning

¹Local Environmental Quality Survey of England, 2017/18

²Local Environmental Quality Survey of England, 2017/18Private and confidential – not for onward circulation

10

DRIVE FREQUENCY OF MESSAGEINTEGRATE MESSAGE ALONGSIDE

LITTERED ITEMS

INTEGRATE MESSAGE AT POINTS OF

LITTERING

RETAILERS

MANUFACTURERS*

TRAVEL

ENTERTAINMENT

OOH & AMBIENT

SOCIAL & DIGITAL

PAID MEDIA(dependent on partner funding)

PARTNERSHIPS(Indicative and live partners, who have supported via financial and in-kind contributions)

Motivating and normalising positive litter behaviours


OUR CAMPAIGN IDENTITY

11

12


13


YEAR 1 RESULTS

14

In year 1 we united some partners in our campaign to end littering

15

We feel strongly that industry has a critical role to play in delivering long-term behaviour change by encouraging people to bin their litter responsibly.

Ana Baptista, Corporate Affairs Director, Mars Wrigley Confectionery UK

We love that our customers care about the environment, and so do we - that’s why we’re committed to doing all we can to protect it and tackle the growing issue of litter.

Roger Whiteside, Chief Executive at Greggs

We are passionate about the responsibility we have to ensure our communities are clean and our natural environment remains healthy for future generations.

Paul Pomroy, Chief Executive of McDonald’s UK


And reached millions with our message

3.3m16-24 year olds

reached via

targeted social

media campaign

Millionsof opportunities

to see the

campaign at

travel hubs

across the UK*

75kfestival goers

reached at Leeds

Festival

>630kViews of the

#backofthebin

challenge with

free-style

footballer - Liv

Cooke

*Through our partners Network Rail, Extra MSA, Roadchef and Moto


We have delivered ‘always on’ social to normalisethe message

17


WORKING IN PARTNERSHIP

18

We are seeking financial and in-kind support to help sustain a long term behaviour change campaign

19

Extending reach of the campaign

Lead by example

Opportunity for PR coverage

Corporate social responsibility and positive

brand perception

Enhance and broaden any existing waste

disposal programmes and campaigns

Ease – the campaign is fully-developed, tested and optimized, with assets and templates which

can be co-branded

Visible and influential industry champions

Leveraging trusted voices to support change

Affiliation with a government priority

Benefits to your organisation Benefits to the campaign


Cineworld ads

with

PepsiCo UK before

U-rated family

films

(Feb – Jul 2019)

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

‘Bin It! Roadshow’ with

Mars Wrigley

Confectionery toured

480 schools

(Apr-Jul, Sep-Nov 2019)

‘Rubbish

commentary’ with

McDonald’s and

JOE Media, 1

million+ views

(Sep 2019)

Logo on 850

Starbucks

digital panels

(Dec 2019)

Street art mural at

Leeds Festival, reached

around 75,000 people

(Aug 2019)

#backofthebin litter

challenge with Liv Cooke,

had 472,000 views

(Aug 2019)

Examples of partner co-created moments


Flexible, tiered approach to funding, with a range of benefits tied to different levels of support

21

INPUT INTO

CAMPAIGN GOVERNANCEPRESS OPPORTUNITIES

SOCIAL MEDIA

INTERNAL COMMS

AMONG CIVIL SERVICE STAFFCAMPAIGN PLANNING AND

ACTIVATION

ACCESS TO

CAMPAIGN MATERIALS


Want to get involved?

If you’re interested in becoming a partner, or would like to find out more about supporting the campaign, please get in touch

Charlotte [email protected]

22


mailto:[email protected]

Join our partner coalition and help make littering ...€¦ · campaign to end littering 15 We feel...

Documents

Transcript of Join our partner coalition and help make littering ...€¦ · campaign to end littering 15 We feel...