Pre Campaign Workshop

1. Pre Campaign Workshop Introduction Kristian Bentham Senior Campaigns Co-ordinator Keep Britain Tidy

2. 2013 Partners • 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

3. Who are the Chewing Gum Action Group? • Defra • Welsh Government • Scottish Government • Chartered Institute of Wastes Management • The Wrigley Company • Mondelez International • Perfetti Van Melle • Keep Britain Tidy • Keep Wales Tidy • Zero Waste Scotland • Keep Scotland Beautiful • Food and Drink Federation • LGA

4. Previous campaigns - 2012 • 53% reduction • 93% in Cardiff

5. Previous campaigns • 56% reduction 2011 • 50% reduction 2010

6. Previous campaigns - 2009 • 48% reduction

7. Previous campaigns - 2008 • 43% reduction

8. 2013 Campaign Scheduled for launch – 7 October 2013 Target audience: gum droppers (KBT 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

9. 2013 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

10. 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

11. 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 • Help 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!

12. 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

13. Kristian Bentham Senior Campaigns Co-ordinator Keep Britain Tidy T: 01942 612668 kristian.bentham@keepbritaintidy.org

14. Workshop • 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)

15. Monitoring (in detail)

16. The importance of monitoring • The monitoring process is key to measuring the effectiveness of the campaign • Demonstrates to local people and partners that the campaign has had an impact • All partner councils are asked to monitor at least 10 survey sites • Before, during and after the campaign

17. Monitoring • Allows us to measure a percentage decrease • Chewing gum litter only • Honest, reliable results to measure the effectiveness of the campaign

18. Choosing your survey sites Choose at least 10 survey sites Suggested areas: • Close to advertising sites • Areas outside fast food outlets • Outside nightclubs or bars • Car parks • The high street or a parade of shops • Bus or train transport areas • Outside schools/colleges/universities • Public buildings or office blocks • Outside cinemas/bingo halls

19. How big should the survey areas be? • Each area should be 10m2 in size • Once the survey areas have beenchosen, make a simple diagram • Or unobtrusively mark out the area • Note any features such as bins or doorways • Taking photographs may be helpful • Draw another diagram showing each of the survey sites in relation to the whole campaign area

20. Example survey area diagram

21. The pre-campaign survey At least 28 days before cleanse each survey area • Do not cleanse again during the control period • After 28 days do a gum count in each survey area • This must be done BEFORE the campaign starts

22. The survey during the campaign • At the start of the campaign (after the pre-campaign survey) cleanse your survey areas • 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 • Provides an indication as to the effect of the advertising

23. The post-campaign survey • At the end of the campaign, cleanse each survey area • Leave for a further 28 days • 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

24. Further guidance • It is vital that this guidance is observed • Carry out more gum counts if you wish • For consistency, monitoring should be conducted at the same time and on the same day of the week for each survey area • DO NOT cleanse the survey areas except where outlined in the guidance