A campaigns’ diary: The edge of litter

Wanton litter goddess, with a challenging litter problem before her eyes…..

Campaigning stories of 2009/10

Results

• 25% reduction in litter in monitored areas

• £2.8m Coverage – GMTV, Five Live, regional TV, radio & papers

• Over 30,000 visits to the site in July

• 8,085 reports to date

42% of adults have seen or heard something recently by KBT proposals to stop vehicle litter

Seen or head anything recently by KBT about proposals to stop vehicle litter

42%

57%1%

Base: 862 Adults in EnglandQ.1 Have you seen or heard anything recently by Keep Britain Tidy, about proposals to stop Vehicle Litter?

• Research commenced only a few days after the media launch:• Media launch 9th July• Campaign 9th July• Fieldwork 15th – 19th July

Two thirds of adults that have seen or heard the campaign believe the vehicle owner should be fined and receive points on their driving licence

Base: 364 Adults in England who have seen or heard something about KBT proposal to stop vehicle litter Q.3 In relation to litter from vehicles, the law as it stands is complicated. Any passenger or driver can be fined for dropping litter. But often it’s difficult to identify the litter-throwing occupant especially if the vehicle is going at speed. Keep Britain Tidy now believes it’s time that the owner of the vehicle should be fined and receive points on their driving licence – unless they provide details of the culprit.How much do you agree or disagree with this?

In relation to litter from vehiclesKBT now believes it's time the owner of the vehicle should be fined and receive points on their driving licence

(agree / disagree)

Agree strongly, 46%Agree slightly, 21%

Neither agree nor disagree, 5%

Disagree slightly, 13%

Disagree strongly, 16%

• A strong finding to share with the media? PR?

Four fifths believe people should be punished for littering out of vehicles

Base: 506

Q. Do you think people should be punished for littering out of their vehicles

Do you think people should be punished for vehicle littering

Yes81%

No9%

Don't know10%

• This is higher than the results from the media launch evaluation where two thirds (67%) agreed to some extent that people caught littering out of their vehicles should be punished

The story continued…

• Story on front page of Telegraph about Ford drivers

• Letter sent to all car manufacturers

• Findings presented to Defra and DFT

• Meeting with Ford and communication to motorists trade association

How we campaigned on vehicle litter

• £500k advertising campaign across England in July 09

• Bus shelter, billboards, bus backs, radio adverts, on-line

• Reports to Keep Britain Tidy website

• Message to litterers that others dislike behaviour

• Worked with 96 LA’s to capture reports and monitor areas

• High profile media launch

Battle of the brands

1 (14%)

2 (8%)3 (8%)

4 (5%)

6 (3%)5 (5%)

7 (2%)8 (2%)

9 (2%)10 (2%)

Dirty secrets - 2010/11?

Big Tidy Up – Spring 10

16,500 groups collected 61,000 bags of litter

General litter campaign mid July 10

Litter SegmentationWhich of these do you most identify with?

All Adults (16+)England

884(100%)

BeautifullyBehaved

392 (44%)

Guilty

74 (8%)

Never Litter*

328 (37%)

Blamer

46 (5%)

Justifier

32 (4%)

Life’s too shortor

Am I bothered12

(1%)

The Good Guys72081%

Never Litter* Based on respondents that did not identify with any of the litter segmentsBase: All adults aged 16+ EnglandQuestionnaire See appendix 2

The audience

Life’s too short + Am I Bothered

6%, young male smokers, C2DE, have more important things to worry about, think littering is trivial and don’t care about it, would not feel guilty

Task for comms: Make them think it is important

Blamers

28%, young male smokers, think it is lazy to litter but blame other factors such as lack of provision of bins

Task for comms: Make them take responsibility for their behaviour

Justifiers

22%, male smokers <34, think it is lazy to litter, but always have an excuse

Task for comms: Remove their excuses

Guilty

44%, female smokers <25 + 45-54 C2DE, know it is wrong but also feel it is inconvenient to carry litter, they believe it’s lazy and inconsiderate to litter so feel guilty and litter furtively

Task for comms: Exploit their embarrassment and guilt

Deep Challenges

Achievable

Why the Guilty segment?

• We have c£275k to achieve on a national level:

20% decrease in littering in campaign areas

30% decrease in Guilty segment size• The Guilty segment are the ‘lowest hanging fruit’ – the most

accessible segment to shift in terms of behaviour change

They have the least extreme attitude to littering, and a latent sense of guilt and embarrassment for us to leverage in order to instigate this change

Female 18-24 45-54 C2DE Pubs/bars/clubs

Music channels Play/watch sports Celeb mags

Primary and secondary targets

Guilties

Justifiers

Blamers

HALO EFFECT

Chewing Gum – August 10

• Application process – deadline Fri 9th April

• www.chewinggumactiongroup.org.uk

• 4 week campaign from mid August

• Circa 16 areas

• £600k advertising campaign

Dog fouling – September 10

• Rise in dog bags not being binned

• 7.3 dogs excreting 1,000 tonnes a day

• Surveys indicating getting worse – 2% increase

• Confusion about dog bins• Top priority for public along

with litter

A public communication is needed

Work in progress…

How can you get involved?

• Become a partner in the Big Tidy Up – email rebecca.joinson@keepbritaintidy.org

• Apply to receive chewing gum advertising in your area in August - apply via

• www.chewinggumactiongroup.org.uk

• Be part of the general litter campaign in July – email ginette.unsworth@keepbritaintidy.org to register your interest

• Partner up on the dog fouling campaign in September and attend the dog poo seminar 2nd week in May. For more detail email natalie.forrester@keepbritaintidy.org

Or just contact me – ginette.unsworth@keepbritaintidy.org

Questions and discussion