Accessibility:
 
 
 

Chewing Gum Litter Campaign

FDF is part of the Chewing Gum Action Group (CGAG), a joint initiative supported by Defra to assist local authorities to change the behaviour of gum-droppers through local campaigns.

Key facts: Chewing Gum Action Group (CCAG) National Chewing Gum Campaign

2012 National Campaign

Creative: 'Do your country proud … Bin your gum'.

New creative focus for 2012, designed to instill a sense of civic pride ahead of the London Olympic Games and Queen's Diamond Jubilee.

The 2012 campaign achieved an overall reduction in gum litter of 12% and involved 15 local authorities across the UK.




2010-11 National Campaign

Creative: 'Bin your gum or it could cost you £80'.

Creative focus: to highlight the fine for littering and to persuade the small number of irresponsible consumers to think twice before dropping their gum on the floor.

The 2010 campaign achieved an overall average gum litter reduction of 50% across 10 local authorities in England and 1 in Wales. 12 Local Authorities from England, Scotland and Wales were selected to take part in the 2011 campaign, which ran from September to October.

Chewing gum campaign 20092009 National Campaign

Creative: 'Bin your gum or it could cost you £80'

New creative focus on highlighting fine – based on previous insights and research.

Gum litter reduction of 48%.

2007-08 National Campaign

Creative: 'Sin, Bin and Guilty, Not Charged' Chewing gum campaign 2007-08

2007: Average reduction of gum litter:

  • 59% with 85% reduction in Blackpool and 86% reduction in Oxford
  • 71% of target audience claimed poster ads made them want to change their behaviour

2008: Average reduction of gum litter:

  • 43% reduction
  • 77% of target audience claimed poster ads made them want to put their gum in the bin

Chewing gum campaign 20062006 National Campaign

Creative: 'Fluffy Boots'

Average reduction of gum litter:

  • 38% with a 72% reduction in one area
  • 69% of target audience claimed poster ads made them want to change their behaviour



2005 Pilot2005 chewing gum campaign

Creative: 'Thanks for binning your gum when you're done'

Average reduction of gum litter:

  • 80% reduction in gum litter in Preston



top

More Information


Last reviewed: 17 Aug 2012