Pre Campaign Workshop
Introduction
Kristian Bentham
Senior Campaigns Co-ordinator
Keep Britain Tidy
2013 Partners
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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
Who are the Chewing Gum Action Group?
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Defra
Welsh Government
Scottish Government
Chartered Institute of Wastes Management
The Wrigley Company
Mondelez International
Perfetti Van Melle
Keep Britain Tidy
Keep Wales Tidy
Zero Waste Scotland
Keep Scotland Beautiful
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
2013 Campaign
Scheduled for launch – 7 October 2013
Target audience: gum droppers (KBT 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
2013 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
What role do you as partners play in the
campaign?
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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
• Help 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 Bentham
Senior Campaigns Co-ordinator
Keep Britain Tidy
T: 01942 612668
kristian.bentham@keepbritaintidy.org
Workshop
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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)
Monitoring (in detail)
The importance of monitoring
• The monitoring process is key to
measuring the effectiveness of the
campaign
• Demonstrates to local people and
partners that the campaign has had an
impact
• All partner councils are asked to
monitor at least 10 survey sites
• Before, during and after the campaign
Monitoring
• Allows us to measure a percentage
decrease
• Chewing gum litter only
• Honest, reliable results to measure
the effectiveness of the campaign
Choosing your survey sites
Choose at least 10 survey sites
Suggested areas:
• Close to advertising sites
• Areas outside fast food outlets
• Outside nightclubs or bars
• Car parks
• The high street or a parade of shops
• Bus or train transport areas
• Outside schools/colleges/universities
• Public buildings or office blocks
• Outside cinemas/bingo halls
How big should the survey areas be?
• Each area should be 10m2 in size
• Once the survey areas have been
chosen, make a simple diagram
• Or unobtrusively mark out the area
• Note any features such as bins or
doorways
• Taking photographs may be helpful
• Draw another diagram showing each of
the survey sites in relation to the whole
campaign area
Example survey area diagram
The pre-campaign survey
At least 28 days before cleanse each survey area
• Do not cleanse again during the control period
• After 28 days do a gum count in each survey area
• This must be done BEFORE the campaign starts
The survey during the campaign
• At the start of the campaign (after the
pre-campaign survey) cleanse your survey areas
• Do not cleanse the areas again for 28 days while the
campaign is running
• After 28 days, count the amount of gum deposited in
each area
• Provides an indication as to the effect of the
advertising
The post-campaign survey
• At the end of the campaign, cleanse each survey area
• Leave for a further 28 days
• After 28 days, count the amount of gum deposited in
each area
• By drawing comparison with the previous surveys the
results will show how successful the campaign has
been
Further guidance
• It is vital that this guidance is observed
• Carry out more gum counts if you wish
• For consistency, monitoring should be
conducted at the same time and on the same
day of the week for each survey area
• DO NOT cleanse the survey areas except where
outlined in the guidance