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
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 have been selected to take part in the 2011 campaign,
which will run in September and October later this year.
2009 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' 
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
2006 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 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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More Information
Last reviewed: 11 May 2011