Pre Campaign Briefing Kristian Bentham Marketing and Campaigns Manager Keep Britain Tidy

2014 Partners 1) City of London 2) Alloa Town Centre BID 3) The Highland Council 4) Basingstoke and Deane Borough Council 5) Mansfield BID 6) Craigavon Borough Council 7) Hull City Council 8) Blaenau Gwent County Borough Council 9) Rochford District Council 10) Liverpool BID Company 11) Ealing and Broadway BID 12) Coventry University

Who are the Chewing Gum Action Group? Defra Welsh Government Scottish Government Chartered Institute of Wastes Management Wrigleys Mondelez International Perfetti Van Melle Keep Britain Tidy Keep Wales Tidy Zero Waste Scotland Food and Drink Federation LGA

Previous Campaigns % reduction 93% in Cardiff

Previous campaigns 56% reduction % reduction 2010

Previous campaigns % reduction

Previous campaigns % reduction

2014 Campaign Scheduled for launch – 22 September 2014 Target audience: gum droppers (CGAG 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

2014 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

Similar campaign in Republic of Ireland Focus groups Advertising needs to articulate: – Dropping gum is littering – Fine in place for littering – Encouragement to the public to bin their gum Four key messages from focus groups – Don’t think the worst of me – Engage me – Make it humorous – Show me the bin Campaign

The Posters 11

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2012 Results - Republic of Ireland Generated the largest number ever of respondents who said “used to, but stopped dropping/spitting gum” in the past six months 75% recall of the advertising - well ahead of 45% average recall Gum is almost universally viewed as litter with almost all (92%) now claiming gum is litter Performed way ahead of previous campaigns in: – Appealing to the target audience – Not talking down at the target audience – Adverts not being boring ‘The campaign is viewed by the advertising industry as one of the strongest performing campaigns of that year”. 81% average recall; third most recalled campaign in 2012 in Ireland (McDonald’s was first and Skyfall was second) 69% of yr olds believe it was aimed at them 13

2013 Campaign – 47% reduction 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

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 Support 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!

Roadside formats will deliver mass reach on the street when people may be thinking about littering Targeted with proximity to point of disposal Phone Kiosks (StreetTalk) Major high street coverage, building frequency quickly Roadside 6 sheets Illuminated, animated, high dwell time ATM ads High stature on the high street Lamppost Banners

Bus Supersides & Streetliners talk directly to pedestrians, adding strong coverage in town centres Large image ad on the high street – attention with stature Talk directly to pedestrians with frequency as buses travel through town and city centres Bus Superside Bus Streetliner

In some towns, the inventory available is limited, so we have bolstered with mobile media Digivans Animated image – eye catching (especially in poor weather) and therefore more memorable

We’re also looking into some highly impactful banners as support for launch activities in the City of London

Complement the advertising Be used to secure positive coverage in your local media Appear as opinion or recommendation Reach a wide target audience Help disseminate your message to your target audience Include the campaign’s key messages Influence opinion and behaviour Media Relations

Coverage

Leverage 2014’s advertising campaign and target regional media Raise awareness of the campaign by reporting on 2013’s positive results Work closely with participating LAs and BIDs to ensure a coordinated approach Secure high quality media coverage that delivers key messages 2014: PR aims

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

Monitoring Allows us to measure a percentage decrease Chewing gum litter only – Flat & ‘3D’ gum Honest, reliable results to measure the effectiveness of the campaign

Choosing your survey sites Choose at least 10 survey sites Suggested areas: Mix of sites with & without advertising Areas outside fast food outlets Outside nightclubs or bars Car parks The high street or a parade of shops Transport hubs, e.g. rail/bus station Outside schools/colleges/universities Public buildings or office blocks Outside cinemas/bingo halls

How big should the survey areas be? Each area should be 10m 2 in size Once the survey areas have been chosen, make a simple diagram – Could mark the area, diagram is better – Taking photographs may be helpful – Note key features such as bins or doorways Draw another diagram showing each of the survey sites in relation to the whole campaign area

Example survey area diagram

The pre-campaign survey It is vital that the timetable is followed to ensure a baseline survey is completed – Baseline is crucial to all monitoring Cleanse each area 28 days before the survey Do not cleanse again during the control period, i.e. until after the survey After 28 days do a gum count in each survey area This must be done BEFORE the campaign starts

The survey during the campaign Cleanse your survey areas at the start of the campaign (after the pre-campaign survey) 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 This provides an indication as to the effect of the advertising – Must be compared to an effective baseline survey

The post-campaign survey At the end of the campaign (after the campaign survey), cleanse each survey area Leave for a further 28 days with no cleansing 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

Timetable ACTIONSUGGESTED DATE BASELINE SURVEY First cleanseFriday 22 August First surveyThursday 18 September CAMPAIGN SURVEYSecond CleanseFriday 19 September Campaign launchMonday 22 September Second surveyThursday 16 October POST CAMPAIGN SURVEY Third cleanseFriday 17 October Third surveyThursday 13 November

Previous mistakes The most common monitoring mistake in the 2013 campaign related to the baseline cleanse and count – Several partners did not conduct a baseline cleanse – This meant there was no way of knowing how long the gum had been there so the count was inaccurate Please allow enough time to conduct a cleanse on all sites more than 28 days before the campaign starts – Pre-campaign survey must also take place before 22 September

Further guidance It is vital that this guidance is observed For consistency, monitoring should be conducted at the same time and on the same day of the week for each survey area If possible, the same person should conduct the monitoring DO NOT cleanse the survey areas except where outlined in the guidance

Kristian Bentham Marketing and Campaigns Manager Keep Britain Tidy T:

Considerations 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)