The Chewing Gum Action Group (CGAG) is a partnership initiative chaired by Defra and includes chewing gum manufacturers, the Local Government Association, Keep Britain Tidy and the Food & Drink Federation.
Since 2003, it partners annually with Local Authorities and Business Improvement Districts to help change the attitudes and behaviour of people who drop gum, and to promote correct disposal. These campaigns have generated gum litter reductions of up to 93%.
Rewired was appointed to deliver 2013's PR campaign with a focus on increasing awareness of the campaign nationally and in 16 selected regions and nationally.
We worked closely with all stakeholders, ensuring a coordinated approach. By presenting at a CGAG workshop, we were able to clearly explain to participants all elements of the proposed PR plan. A regionalised toolkit was supplied, featuring tailored press releases, media lists and Q&A documents. We also set up a creative photoshoot and provided a thorough briefing for key spokespeople.
The release was embargoed a week prior to launch, ensuring maximum media reach on impact day. The phasing enabled us to liaise with all journalists to secure coverage and interview opportunities. We continued to sell-in the story throughout launch week, focusing on broadcast media.
Rewired achieved extensive coverage nationally and throughout the participating regions. All coverage which appeared was positive and carried the campaign's key messages. As well as regional broadcast interviews with key spokespeople, we also secured coverage on ITV's Daybreak with a pre-recorded feature and a spot on the couch with Lorraine and Aled for one of the campaign's partners, Keep Britain Tidy.
For 2013's CGAG campaign, Rewired secured 105 items of coverage which featured in a range of online and print media, the highest level of coverage yet achieved by CGAG. Additionally, we achieved 23 broadcast interviews, both regionally and nationally. Boosted by the Daybreak coverage, the total reach for the campaign surpassed 9.3m people.
Rewired has continued to support CGAG with it's annual campaign.