Of all the items that end up as litter, one of them can’t be swept away and that’s chewing gum.
Now in its 10th year and chaired by Defra, CGAG brings together representatives from the chewing gum industry including Keep Britain Tidy, Keep Wales Tidy, the Local Government Association (LGA), the Chartered Institution of Wastes Management, Zero Waste Scotland, Scottish Government, the Welsh Government and the Food and Drink Federation.
The annual campaign sees representatives working with councils and Business Improvement Districts (BIDs) across the whole of the UK to develop local initiatives to reduce chewing gum litter.
Rewired was appointed to deliver a national PR campaign for CGAG that would support the following objectives:
• Increase awareness among gum chewers that chewing gum is litter and should not be dropped on the floor.
• Increase responsible disposal of used chewing gum amongst gum chewers.
• Ensure the campaign has a national focus and leverage local activity to raise broader agenda.
• Effectively engage the community in a bid to reduce the amount of gum litter.
• Engage broadcast, national and local press in order to gain coverage and spread the message of CGAG further.
• Secure high quality media coverage that delivers key messages.
To generate a visually impressive campaign that was strong enough to secure national media coverage, Rewired developed a creative stunt to highlight every piece of gum litter on one of the UK's busiest stretches of pavement: Oxford Street in London.
The stunt was pitched to national and regional press in order to gauge interest and secure interview opportunities.
The creation of the time-lapse video to capture the stunt was used as a hook to engage national press and secure coverage.
Each of the regional BIDs and LAs were encouraged to replicate the same activity on their own shopping streets, to coincide with the national launch and secure regional media coverage.
Rewired PR identified key spokespeople for each region ahead of the launch, which meant that individuals were readily available for interviews, thus increasing the level of broadcast coverage achieved
• Secured an exclusive feature interview on BBC Breakfast
• Achieved a total of 73 pieces of coverage.
• 23 national pieces of coverage, including BBC Breakfast air time x3, BBC London News, The Guardian and The Huffington Post and The i.
• Reached an international audience resulting in coverage in City Lab, Bailiwick Express and Suddeutsche Zeitung.
• BBC Breakfast’s Facebook page reached more than 260,000 people while BBC London reached more than 400,000.
• Total reach for this year’s campaign was 14,135,296, compared to last year’s reach which was 8,814,074
• New West End Company chose 10 sites to monitor in the West End area. The BID recorded the gum litter before, during and after the launch activity. They noticed a significant decrease of gum litter after the press launch, with an overall decrease of 44% compared to the previous weeks decrease of 13%.