1. 2014. www.pinkflamingoshopper.com. Chewing Gum Action Group Attitudes and Behaviour Study Total Results Phases 1 & 2 November 2014 2014. www.pinkflamingoshopper.com.

2. The Chewing Gum Action Group (CGAG) run an annual media awareness campaign targeting education on the correct disposal of chewing gum. It is important to understand the impact that this campaign has on the general public and to measure awareness and impact of the campaign. A quantitative research study pre and post media campaign in selected regions measures success and helps build on future campaigns. Introduction

3. 2014. www.pinkflamingoshopper.com. To conduct consumer interviews to understand behaviour around disposal of CG, awareness of media campaigns, attitudes towards campaigns and attitudes towards public space cleanliness in relation to their usage of CG. To measure awareness of and engagement with media campaign. To benchmark awareness pre and post campaign. Objectives 18 – 34 year olds, chew gum at least once per week, broad demographics. Target group

4. 2014. www.pinkflamingoshopper.com. Quantitative street interviews in 6 locations – Alloa, Blaenau Gwent, Coventry, Hull, Liverpool, London City. Two waves of activity – pre and post media campaign. Target 140 interviews per location in phase one and 150 interviews per location in wave 2. Total quota of 840 interviews in phase 1 and 900 interviews in wave 2. Total overall quota of 1,740 completes. Methodology & Quotas Phase One Interviews – achieved quota in all locations and over-achieved by 4.05% Interviews Alloa147 Blaenau Gwent144 Coventry145 Hull140 Liverpool148 London City150 TOTAL874 Interviews conducted between 8 th – 21 st September Phase Two Interviews – achieved quota in all locations. Interviews Alloa150 Blaenau Gwent150 Coventry151 Hull150 Liverpool151 London City151 TOTAL903 Interviews conducted between 24 th October – 8 th November TOTAL 1,777 completes across both phases.

5. 2014. www.pinkflamingoshopper.com. Chewing Gum Behaviour Chewing gum is habitual and frequent with 70% of respondents chewing gum 2-3 times per week or more. Younger respondents are more likely to chew daily. Of those we surveyed three-quarters do not drop gum whilst more than half have never dropped gum. Main reasons for not dropping gum are dirtiness and the negative impact on clothes. Those that do not dispose of correctly tend to drop directly onto the floor. Guilt remains high with 64% agreeing that they would feel guilty if they dropped gum. Respondents believe in the value of a fine but 99% are unaware of how much the fine currently is. There is also a strong sense that they would not get caught and not get fined. Visibility of officers is very limited. 27 respondents claim to have stopped as a result of seeing an Officer. Executive Summary

6. 2014. www.pinkflamingoshopper.com. Media Awareness Unprompted awareness of any advertising or publicity stands at 31% compared to 28% in the 2013 Study. Physical binning of gum is the most likely recall (43%). 15% recall bright colours and 12% reference a fine. Specific media campaign awareness stands at 40% compared to 32% in the 2013 Study. Two-thirds of respondents in Hull recall seeing the media (prompted). Awareness is lowest in Blaenau Gwent at 19%. Awareness was strongest for English language media – 10% of respondents were welsh speakers. 57% found the campaign eye-catching and 37% noted the clarity of the message. Respondents in Alloa were less likely to like the style of the media and did not find it appealing. Respondents in Coventry found the campaign more innovative and relevant but were less likely to take it seriously. 63% take the key message as not to drop gum and 34% take out a fine/criminal offence message. 10 respondents claim to have stopped dropping gum as a result of this campaign. Executive Summary

7. 2014. www.pinkflamingoshopper.com. Respondents interviewed on a next available respondent basis with a rough division by gender and age bracket Quotas Base: Total n=1,777. phase one. n=874; phase two n=903.

8. 2014. www.pinkflamingoshopper.com. Chewing gum use is frequent with more than 70% chewing 2-3 times per week or more. Those in Coventry chew less frequently whilst those in Hull chew most frequently. Younger respondents are more likely to chew daily. How often do you chew gum? Base: Total n=1,777. phase one. n=874; phase two n=903.

9. 2014. www.pinkflamingoshopper.com. Whilst respondents in Hull and London are most likely to have dropped gum at some stage, those in London are more likely to have now stopped than in other regions. Older respondents and females are less likely to drop gum Those dropping gum tend to be more frequent users. Less than one-quarter of respondents still drop gum with more than half never having dropped gum. Q1. Which of these best describes you? Base: Total n=1,777. phase one. n=874; phase two n=903. 2012 22.5% Drop gum 2013 27% Drop gum 2014 25% Drop gum

10. 2014. www.pinkflamingoshopper.com. Key themes arising from those who do not drop gum include: Bad habit - disgusting/dirty/ horrible/ filthy (38%). Females and older respondents are more influenced by this factor. Stand in it/ stuck to clothes (31%). This factor less important to respondents from Coventry and Hull where most important factor is that it’s a disgusting habit. 20% in the post campaign reference that it makes streets dirty. Other reasons include upbringing, good habit, environmental reasons. The main reasons for having stopped dropping gum are: Bad habit - disgusting/dirty/ horrible (24%). This factor is less influential in Blaenau Gwent and Hull. Stood in it/ stuck to clothes (23%). This factor has less influence in Hull (7%) and more in Blaenau Gwent (33%). Slight female bias. Grew up (17%). Fine (12%). Influence is highest in the post campaign phase where 22% claim to have stopped due to awareness of a fine. Keeping streets clean (12%). This was given as an influencing factor in the post campaign wave. Environmental issues (9%) Main reasons for not dropping gum related to the dirtiness of the habit and the impact on personal space. Base: Those who have never or have stopped dropping gum. Total n=1,024. Phase one. n=503; phase two n=521 “I used to get it on my feet and got annoyed with it so I stopped dropping it myself”. “It's messy, i hate to walk in it myself so i wouldn't do it. Please put it in a bin or drop it down a drain”. Q1c & d. Why have you stopped/do not drop gum?

11. 2014. www.pinkflamingoshopper.com. By far the most likely disposal methods are to bin it or wrap and bin it. Where respondents are dropping gum, it is more likely to be on the floor. There is a slight bias here to younger ages and males. Respondents are on the whole disposing responsibly but the key area to focus on is dropping on the floor. 012345678910 Swallow 80.40%4.20%4.70%2.30%1.10%1.70%0.60%0.30% 0.20%4.10% Car window 90.20%3.70% 1.10%0.30%0.70%0.10% -- Floor 77.30%3.30%4.30%3.10%2.30%3.20%2.50%0.80%1.50%0.20%1.60% Bush 80.10%3.00%6.60%4.00%2.40%2.10%0.40%0.20%0.50%-0.60% Wrap and bin 42.70%4.20%8.10%5.90%5.20%11.20%3.40%2.00%4.00%1.00%12.20% Wrap indoors 70.10%6.20%9.10%3.80%2.00%6.00%0.60%0.10%0.50%0.10%1.60% Bin 43.40%5.40%8.90%5.90%5.10%7.70%3.30%1.90%1.60%0.70%16.00% Stick table 94.10%3.00%1.50%0.80%0.20% ----0.10% Base: Total n=1,777. phase one. n=874; phase two n=903. Q2. How did you dispose of the last 10 pieces of gum?

12. 2014. www.pinkflamingoshopper.com. Excusers and Rejectors dominate, representing 62.1% of total respondents still dropping gum. Coventry respondents are much higher at 84% Liverpool and Blaenau respondents are higher amongst S. Excusers bias towards younger respondents whilst, unsurprisingly, rejectors bias towards females. Those dropping gum certainly don’t like gum getting on their clothes but many excuse their behaviour as they perceive others doing the same. Base: Those who still drop gum, total. n=548– Alloa n=72, Blaenau n=48, Coventry n=94, Hull n=116, Liverpool n=47, London City n=173 S When I’ve had enough of my gum I don’t want it anywhere near me. I just want to get rid of it. B It’s good fun spitting or kicking chewing gum after I’ve finished with it. R The idea of getting chewing gum stuck in your hair or on your clothes or shoes is disgusting. E I know it’s wrong to drop but it’s not my fault. Everyone else does it. W I can’t see what the problem with dropping or spitting chewing gum on the floor is Q3. Which of these statements best describes you?

13. 2014. www.pinkflamingoshopper.com. As in 2013 there is a strong awareness that dropping gum is wrong with 64.2% feeling quite or very strongly that they would feel guilty about dropping gum. Gum on the street is perceived as a problem with only 22.4% agreeing quite or very strongly that it isn’t a problem. Respondents are more likely to worry about getting caught and they do positively consider how to dispose of gum with 66.5% quite or strongly disagreeing with the statement “I don’t think about where I get rid of gum …” Half of respondents agree at least slightly that those caught should be fined. During the post interview phase respondents were slightly more likely to worry about being caught (up 6.5%). Respondents do seem to see gum as litter and there is support for fining adverse behaviour although nearly half do not worry about being caught. Q4. Agreement with statements made about chewing gum Base: Total n=1,777. phase one. n=874; phase two n=903.

14. 2014. www.pinkflamingoshopper.com. Awareness of the fine is slightly higher than during the 2013 survey Awareness of the fine is strongest in Blaenau Gwent and Hull with a 21.4% increase in awareness in Liverpool in phase two. Females are more likely to be aware of the fine, as are Excusers. 98.8% are unaware of the amount of the fine indicating a no improvement in value awareness pre media campaign. Overall awareness of a fine up by 7.9% in Phase Two although lessens in Alloa and London City Base: Total n=1,777. phase one. n=874; phase two n=903. Q5. Were you aware of an on the spot fine? Phase OnePhase Two

15. 2014. www.pinkflamingoshopper.com. Respondents are generally not very aware of law enforcement officers. This improves slightly amongst older respondents. Awareness and visibility is highest overall in Blaenau Gwent where one in five have seen an officer. 27 respondents claim to have stopped because of awareness/having seen an officer thus visibility is key for credibility. There is a small increase in awareness of law enforcement officers in phase two but it still remains low. Base: Total n=1,777. phase one. n=874; phase two n=903. Q7. Were you aware that there have been enforcement officers on the streets in your area?

16. 2014. www.pinkflamingoshopper.com. Awareness of SEEING others littering is highest in Blaenau Gwent and London City. Whilst HEARING others talk about littering is lower than SEEING it, those from Coventry and London City are more likely to HEAR. There is little difference between ages or gender. Respondents in Alloa and Hull are less likely to hear others talking about gum littering or to see them littering than other regions. Base: Total n=1,777. phase one. n=874; phase two n=903. Q10. How much do you see/hear others talk about … gum littering? Hear See

17. 2014. www.pinkflamingoshopper.com. Media

18. 2014. www.pinkflamingoshopper.com. Base: Total phase two n=903.

19. 2014. www.pinkflamingoshopper.com. Q12. Where, if anywhere, have you seen or heard advertising or publicity recently about chewing gum disposal or dropping chewing gum (UNPROMPTED) Base: Total phase two. n=903. Unprompted awareness is up 3% on 2013 when respondents are asked where they have seen advertising or publicity relating to chewing gum disposal. Awareness is highest in Coventry (54.3%) and Hull (52%) whilst only 16% of respondents in Blaenau can recall any recent advertising.

20. 2014. www.pinkflamingoshopper.com. Q13. Where, if anywhere, have you seen or heard advertising or publicity recently about chewing gum disposal or dropping chewing gum (PROMPTED) Base: Total phase two. N=939. Prompted awareness increases from 31% to 37%

21. 2014. www.pinkflamingoshopper.com. A further 15% recall creative in the form of bright colours on posters and 12% recall a message relating to a fine. Respondents in Alloa were less likely to recall the disposal and more inclined to remember the specific creative of the dancer/figure or the fine. Respondents in Coventry also recalled less the disposal in the bin and more the bright colours of the creative and gum boards. Those who recall seeing some message are most likely to recall binning gum. Q14. Please describe the advertising you have seen or heard of Base: Awareness of any advertising. n=341.

22. 2014. www.pinkflamingoshopper.com. Attitudes are strong towards correct disposal and gum littering is clear. Respondents are less guilty, possibly because many do not currently drop gum. Whilst they are not particularly motivated to talk to others about gum littering they do positively feel the message they recall was aimed at them. Without being shown advertising, those that recall having seen respond well to the disposal of gum. Q16. Thinking about the advertising or publicity you mentioned, please tell me how much you agree/disagree with these statements Base: Advertising mentioned. n=341.

23. 2014. www.pinkflamingoshopper.com. Recall is lowest in Blaenau Gwent at only 19.30%. Of those who recalled the media, they were more likely to have seen only the English advertising. Only 9 of the 150 respondents recalled any welsh language media. Of those interviewed 10% were welsh speakers. Recall is particularly high in Hull with more than two-thirds having seen media. Recall biases slightly towards female respondents and those in the 25-34 age group. Prompted awareness of the specific media campaign is up 8% on 2013 with 40% of overall respondents having seen the campaign. Q17. Have you seen any of these adverts recently? SHOWN ADVERTS Base: Total phase two. n=903. 2012 28% Campaign awareness 2013 32% Campaign awareness 2014 40% Campaign awareness

24. 2014. www.pinkflamingoshopper.com. 10 respondents already claim to have stopped as a result of the advertising. Whilst more than half of respondents do not find the media relevant to them as they do not drop gum, of those who still at least occasionally drop gum 85% are likely to be positively influenced by the media. Attitudes run high towards the influence of the advert on behaviour. Q21. How likely would this advert be to make you stop dropping gum? Base: Total phase two. n=903. Still dropping gum. n=228.

25. 2014. www.pinkflamingoshopper.com. Respondents from Alloa do find it eye catching but are more likely to not like the style and not find it appealing compared to other regions. Whilst respondents in Coventry find it relevant to them and are more likely to find it innovative they are also less likely to take the campaign seriously compared to other regions. Reactions to the campaign are positive with more than half finding it eye- catching and one-third highlighting the clarity of message. Q19. Which of these statements describe the advert? Base: Total phase two. n=903. Still dropping gum. n=228.

26. 2014. www.pinkflamingoshopper.com. Whilst nearly two-thirds of respondents consider safe disposal the main message, only one- third of London City respondents state this as the main message with one-third stating the fine. The fact that it is a criminal offence with a fine comes through less strongly in Coventry where respondents seem to have found the creative appealing yet perhaps too innovative to be taken seriously. Safe disposal is the key takeout from the creative although the impact of the fine has increased from the 2013 Study. Q18. What do you think the key message was? Base: Total phase two. n=903.

27. 2014. www.pinkflamingoshopper.com. As in the 2013 Study attitudes are strong when considering the creative. It makes respondents think and clearly communicates the fine and that gum is littering. Q20. How strongly do you agree/disagree with these statements about the adverts? Base: Total phase two. n=903.

28. 2014. www.pinkflamingoshopper.com. Summary & Recommendations

29. 2014. www.pinkflamingoshopper.com. The colours of the campaign drive impact and awareness. The physical bin works well to communicate disposal. The fine is a strong deterrent and needs clear communication supported by credibility that it will be enforced. Simplicity and clarity are important to stop consumers switching off and feeling patronised. There is a strong sense that it is wrong to drop gum but those that do, do so because they are unlikely to be caught and because they believe others do so. Consumers tend not to talk about gum littering. Potentially increasing social dialogue would encourage self assessment of behaviour. As seen in 2013, with only one quarter still dropping gum the media campaign is likely to be irrelevant to many respondents. It would be beneficial in future research to target more specifically those still dropping gum and investigate in greater depth how to better influence their behaviour. There is a significant increase in media awareness since the 2013 Study suggesting either better targetting this year or re-enforcement of message by repetition from previous year..

30. 2014. www.pinkflamingoshopper.com. Appendix

31. 2014. www.pinkflamingoshopper.com. Chewing Gum Action Group Attitudes and Behaviour Study Phase One Overview October 2014 2014. www.pinkflamingoshopper.com.

32. 57.60% of respondents surveyed claim never to have dropped or spat gum. A further 18% no longer drop or spit gum. Respondents in Hull and London City are more likely to sometimes drop or spit gum. Of those who have stopped dropping gum, the majority stopped more than 12 months ago. In Coventry they are more likely to have stopped 2-6 months ago. Reasons for stopping are belief that it is a bad habit, sticking to clothes, the fine and maturity. As per the 2013 survey, when considering how they disposed of their last 10 pieces of gum the most popular responses are bin and wrap and bin. As in the 2013 study there is a strong awareness that dropping gum is wrong with 64.2% feeling quite or very strongly that they would feel guilty about dropping gum, compared to 70% in 2013. 39.4% are aware of a fine, slightly higher than 2013. However again respondents were unaware of how much the fine was. Respondents are aware of law enforcement officers and once they consider their presence and the fine 69.97% are at least certain to stop as a result. Increasing awareness of the fine and the visibility of law enforcement officers are recommended improvements, as are further bins and bespoke bins.. Executive Summary

33. 2014. www.pinkflamingoshopper.com. Respondents interviewed on a next available respondent basis with a rough division by gender and age bracket Quotas Base: Total phase one. n=874.

34. 2014. www.pinkflamingoshopper.com. Chewing gum use is frequent with 62.4% chewing 2-3 times per week or more. Those in Alloa and Blaenau Gwent are more inclined to chew daily than in other regions. Older respondents chew less frequently whilst there is a female bias towards daily chewing. How often do you chew gum? Base: Total phase one. n=874.

35. 2014. www.pinkflamingoshopper.com. More than three-quarters of respondents do not throw/drop/spit gum. Older respondents and females are less likely to drop gum Of those we surveyed, those in Liverpool and less likely to sometimes drop gum whilst respondents from Hull and London City are more likely to drop gum. Q1. Which of these best describes you? Base: Total phase one. n=874.

36. 2014. www.pinkflamingoshopper.com. Key themes arising from those who do not drop gum include: Stand in it/ stuck to clothes (30%). This factor less important to respondents from Coventry and Hull where most important factors are good habit and see it as a bad habit/don’t like littering respectively Bad habit - disgusting/dirty/ horrible/ filthy (27%) Don't like littering/ don't drop litter - messy/untidy on pavements. (26%) Good habit/ have always done it/ always bin it (12.3%) Environmental issues - animals/ birds (5.9%) Taught not to litter (4.8%) The main reasons for having stopped dropping gum are: Bad habit - disgusting/dirty/ horrible (35%). This factor has a stronger influence in Alloa (52%), Coventry (44%) and London City (42.9%). There is a slight male bias. Stood in it/ stuck to clothes (22.9%). This factor has less influence in Hull (11.5%) and no influence in Liverpool. It is more influential in London City (34.3%. Slight female bias. Fine (12.7%. Influence is higher in Blaenau Gwent (20%) and Hull (38.5%). Slight female bias and skew to older respondents. Grew up (12.7%) Environmental issues (7.6%) Q1c & d. Why have you stopped/do not drop gum? Base: Those who have never or have stopped dropping gum. Phase one. n=660 “I used to get it on my feet and got annoyed with it so I stopped dropping it myself”. “It's messy, i hate to walk in it myself so i wouldn't do it. Please put it in a bin or drop it down a drain”.

37. 2014. www.pinkflamingoshopper.com. By far the most likely disposal methods are to bin it or wrap and bin it. Where respondents are dropping gum, it is more likely to be on the floor Q2. How did you dispose of the last 10 pieces of gum? 012345678910 Swallow 82.20%4.30%3.10%2.20%0.70%1.50%0.60% 0.30%0.10%4.50% Car window 91.60%2.90%3.30%0.90%0.20%0.60%0.10% --0.20% Floor 77.20%2.90%3.90%3.20%2.50%3.40%1.80%0.70%1.90%0.20%2.20% Bush 79.60%3.20%6.80%4.10%2.30%2.10%0.50%0.30%0.50%-0.70% Wrap and bin 47.40%2.70%7.60%6.20%3.80%9.60%3.30%2.20%4.70%1.30%11.30% Wrap indoors 74.90%4.50%7.30%3.20%1.60%6.30%0.60%0.10% -1.40% Bin 43.10%4.80%8.20%5.80%4.00%7.40%1.90%2.50%1.60%0.90%19.60% Stick table 95.30%2.50%1.00%0.50%0.10%0.30%----0.20% Base: Total phase one. n=874.

38. 2014. www.pinkflamingoshopper.com. Excusers and Rejectors dominate, representing 61.9% of total respondents still dropping gum. Coventry respondents are much higher at 80.8% Liverpool and Blaenau respondents are higher amongst S. Excusers bias towards younger respondents whilst, unsurprisingly, rejectors bias towards females. Q3. Which of these statements best describes you? Base: Those who still drop gum, phase one. N=281– Alloa n=35, Blaenau n=30, Coventry n=47, Hull n=51, Liverpool n=27, London City n=91 S When I’ve had enough of my gum I don’t want it anywhere near me. I just want to get rid of it. B It’s good fun spitting or kicking chewing gum after I’ve finished with it. R The idea of getting chewing gum stuck in your hair or on your clothes or shoes is disgusting. E I know it’s wrong to drop but it’s not my fault. Everyone else does it. W I can’t see what the problem with dropping or spitting chewing gum on the floor is

39. 2014. www.pinkflamingoshopper.com. As in the 2013 study there is a strong awareness that dropping gum is wrong with 64.2% feeling quite or very strongly that they would feel guilty about dropping gum. Gum on the street is perceived as a problem with only 20.8% agreeing quite or very strongly that it isn’t a problem. Respondents are more likely to worry about getting caught and they do positively consider how to dispose of gum with 68.8% quite or strongly disagreeing with the statement “I don’t think about where I get rid of gum …” Whilst respondents do think that those caught should be fined, they are less likely to worry about getting caught. Q4. Agreement with statements made about chewing gum Base: Total phase one. n=874. Q4. Agreement with statements made about chewing gum

40. 2014. www.pinkflamingoshopper.com. Awareness of the fine is slightly higher than during the 2013 survey Awareness of the fine is strongest in Blaenau Gwent and lowest in Liverpool and Coventry Females are more likely to be aware of the fine, as are Excusers. 97.9% are unaware of the amount of the fine and the 2.1% who believe they know the value, say it is an unlimited fine Q5. Were you aware of an on the spot fine? Base: Total phase one. n=874.

41. 2014. www.pinkflamingoshopper.com. Respondents are generally not very aware of law enforcement officers. This improves slightly amongst older respondents. Awareness and visibility is highest in Blaenau Gwent, potentially due to the smaller community base. Once they are aware of law enforcement officers and fines their impact or likely impact is strong with 69.97% having already stopped as a result or at least fairly certain to stop as a result. Q7. Were you aware that there have been enforcement officers on the streets in your area? Base: Total phase one. n=874.

42. 2014. www.pinkflamingoshopper.com. Awareness of SEEING others littering is highest in Blaenau Gwent and London City. Whilst HEARING others talk about littering is lower than SEEING it, those from Coventry and London City are more likely to HEAR. There is little difference between ages or gender. Base: Total phase one. n=874. Q10. How much do you see/hear others talk about … gum littering?

43. 2014. www.pinkflamingoshopper.com. More than 1 in 5 had an opinion about gum littering. Of those commenting further more than half (52.97%) referenced awareness of fines/enforcement officers/advertising and awareness as an option for improvement A further 38.6% suggested more bins or specific gum bins. Base: Total phase one. 839. “More bins and if they're caught they should be fined”. “It's educating people to stop throwing it on the ground, make more people aware of the fine”. Q11. Is there anything not covered in this interview that you’ve seen or heard of recently that could make you or other people less likely to drop gum?

44. 2014. www.pinkflamingoshopper.com. Base: Total phase one. 839. Appendix

45. 2014. www.pinkflamingoshopper.com. Whilst respondents tend to have stopped dropping gum more than a year ago, Coventry respondents tend to have stopped more recently. Particularly 2-6 months ago when compared to other regions. Q1b. And roughly when did you stop throwing/dropping or spitting chewing gum, was it…..? Base: Those who have stopped dropping gum phase one. n=157.

46. 2014. www.pinkflamingoshopper.com. Q4. Agreement with statements made about chewing gum Base: Total phase one. n=874.

47. 2014. www.pinkflamingoshopper.com. Q6. How much do you think the fine is? Base: Those who are aware of a fine. phase one. n=338.

48. 2014. www.pinkflamingoshopper.com. Q8. Taking your answers from this card, if there were always enforcement officers on the streets issuing fines of up to £80 to people they saw dropping gum, how likely would this be to make you stop dropping gum? Base: Total phase one. n=874.

49. 2014. www.pinkflamingoshopper.com. Q9. And why would this not stop you dropping gum? Base: Those who are aware of a fine and would not stop dropping gum as a result.. phase one. n=34.

50. 2014. www.pinkflamingoshopper.com. Helen Davies Pink Flamingo Shopper Ltd helen@pinkflamingoshopper.com 07766 782254 Chewing Gum Action Group Attitudes and Behaviour Study Total Results - Phases 1 & 2 November 2014