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Pre Campaign Briefing
Kristian BenthamMarketing and Campaigns Manager
Keep Britain Tidy
2014 Partners
1) City of London2) Alloa Town Centre BID3) The Highland Council4) Basingstoke and Deane Borough Council5) Mansfield BID6) Craigavon Borough Council7) Hull City Council8) Blaenau Gwent County Borough Council9) Rochford District Council10) Liverpool BID Company11) Ealing and Broadway BID12) 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 - 2012
• 53% reduction• 93% in Cardiff
Previous campaigns
• 56% reduction 2011• 50% reduction 2010
Previous campaigns - 2009
• 48% reduction
Previous campaigns - 2008
• 43% 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
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• 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
2014 Campaign
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The Posters
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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 15-19 yr olds believe it was aimed at them
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 sitesChoose at least 10 survey sitesSuggested 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 10m2 in size
• Once the survey areas have beenchosen, 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 ACTION SUGGESTED DATEBASELINE SURVEY First cleanse Friday 22 August First survey Thursday 18 September CAMPAIGN SURVEY Second Cleanse Friday 19 September Campaign launch Monday 22 September Second survey Thursday 16 OctoberPOST CAMPAIGN SURVEY Third cleanse Friday 17 October Third survey Thursday 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
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)
