Pre Campaign Workshop

Introduction

Kristian BenthamMarketing and Campaigns Manager

Keep Britain Tidy

11.00 Welcome and introduction

11.30 Government update on local environmental quality

11.45 CGAG - an industry perspective

12.00 Media planning and advertising

12.15 Media relations and PR

12:30 Bin it Your Way Campaign 2013 research

12:45 Lunch

13:15 Campaign monitoring and evaluation

13:35 Cleaning and surface protection

13.50 Workshop introduction

13.55 Breakout workshop (2 groups)

14.55 Feedback from groups

15.10 Feedback and questions (all)

15.30 Close

Today’s Agenda

2014 Partners

1) City of London2) Alloa Town Centre BID3) The Highland Council4) Basingstoke and Deane Borough Council5) Mansfield BID6) Craigavon Borough Council7) Hull City Council8) Blaenau Gwent County Borough Council9) Rochford District Council10) Liverpool BID Company11) Ealing and Broadway BID12) Coventry University

Who are the Chewing Gum Action Group?

• Defra• Welsh Government• Scottish Government• Chartered Institute of Wastes Management• Wrigleys• Mondelez International• Perfetti Van Melle• Keep Britain Tidy• Keep Wales Tidy• Zero Waste Scotland• Food and Drink Federation• LGA

Previous Campaigns - 2012

• 53% reduction• 93% in Cardiff

Previous campaigns

• 56% reduction 2011• 50% reduction 2010

Previous campaigns - 2009

• 48% reduction

Previous campaigns - 2008

• 43% reduction

2014 Campaign

Scheduled for launch – 22 September 2014

Target audience: gum droppers (CGAG litter segmentation)

• To reduce chewing gum litter• To increase awareness among gum chewers that gum is litter

and should not be dropped on the floor• To increase responsible disposal of used chewing gum • To increase awareness among gum chewers that they could be

fined for dropping chewing gum • To create a sense of local pride

2014 Campaign

Key messages:

• Put your used gum in a bin – a tangible way you can do your bit to show you care about where you live

• It’s your responsibility to do the right thing• People who irresponsibly dispose of their gum can be fined up

to £80 on-the-spot

11

• Similar campaign in Republic of Ireland• Focus groups Physically SEEING the action supported by

the words resonates very strongly – show the bin and physically show the action

Message is clear and does not preach – simplicity

Visually appealing - slight humour, strong graphic

Unprompted 6.4% of respondents mentioned advertising the fine or enforcing the fine was a deterrent

Gum and gum disposal to be the hero

2014 Campaign

12

The Posters

13

14

2012 Results - Republic of Ireland

• Generated the largest number ever of respondents who said “used to, but stopped dropping/spitting gum” in the past six months

• 75% recall of the advertising - well ahead of 45% average recall • Gum is almost universally viewed as litter with almost all (92%) now claiming gum is

litter• Performed way ahead of previous campaigns in:

– Appealing to the target audience– Not talking down at the target audience – Adverts not being boring

• ‘The campaign is viewed by the advertising industry as one of the strongest performing campaigns of that year”.

• 81% average recall; third most recalled campaign in 2012 in Ireland (McDonald’s was first and Skyfall was second)

• 69% of 15-19 yr olds believe it was aimed at them

2013 Campaign – 47% reduction

• Swansea Business Improvement District• Falkirk Delivers (Business Improvement District)• Peterborough City Council• Liverpool City Council• Bournemouth Council• Wyre Forest Council• Nottingham City Council• Northampton Borough Council• Neath Port Talbot Council• Rochford Council• Corby Council• Highlands Council• Love Wimbledon (Business Improvement District)• Cambridge City Council• Hull City Council• Milton Keynes Town Centre Management in partnership with Milton Keynes Council

What role do you as partners play in the campaign?

• The face of the campaign in your area• Promote the campaign at a local level• Local PR and media liaison• Engage with the public and businesses• Step up enforcement activities to support the campaign• Cleansing, monitoring and evaluation• Share good practice and promote success• Help sustain the campaign beyond the 4 weeks of advertising

What support will CGAG provide?

• Plan and book advertising in your area• Help with PR and media relations activity• Co-ordinate a national launch and secure national media

coverage• Arrange poster design and production• Support with monitoring surveys• Carry out evaluation research• Listen to your ideas and build them into the campaign

strategy• And anything else we can do to help you reduce gum litter in

your area!

How will we evaluate the campaigns?

• Actual reduction in chewing gum litter - monitored hotspot areas in each partner area.

• Media coverage• Partnerships formed• Website and social media activity• Attitudinal research/recall monitoring• Enforcement activity

Kristian BenthamMarketing and Campaigns ManagerKeep Britain TidyT: 01942 612668

kristian.bentham@keepbritaintidy.org

Workshop

• Media, PR and launch idea• Events• Getting the message across and engaging with the public• Events• Enforcement• Local partnerships• Poster, artwork and other collateral requirements• Social media and web presence• Extending the campaign beyond the 4 week paid for

advertising• Disposal solutions (gum wraps, pouches, boards etc)