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Pre Campaign Workshop
Introduction
Kristian BenthamSenior Campaigns Co-ordinator
Keep Britain Tidy
2013 Partners
• 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?
• 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?
• 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
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)
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 sitesChoose at least 10 survey sitesSuggested 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 surveyAt 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
