B2C • Public Awareness
Chewing Gum Action Group
Changing Behaviours National Campaign
MISSION:
Our challenge was to raise national awareness around the issue of gum litter and to engage and inspire local groups to take their own action to positively reduce gum litter.
Approach:
Spearheading a creative campaign with a strong underlying message which gained attention and provoked meaningful reflection, we fluorescent-chalk highlighted every piece of gum litter on Oxford Street, and video captured the stunt to engage national press and broadcasts. We worked in partnership with the regional BIDs and LAs to emulate the campaign.
HIGHLIGHTS:
The campaign resulted in 105 pieces of national and regional coverage, 23 broadcast interviews including Daybreak and BBC Breakfast News, and a 44% reduction recorded in gum litter.
