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: CCAG National Chewing Gum Campaign

2009 National CampaignChewing gum campaign 2009

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

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

Results of this National Campaign will be announced at the end of 2009.

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 chewing gum campaign2005 Pilot

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

Average reduction of gum litter:

  • 80% reduction in gum litter in Preston



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Last reviewed: 22 Jan 2010