Chewing Gum Action Group – an industry perspective 2014 campaign 1

Background to the CGAG campaign Recognise that chewing gum litter can be a problem Important that all relevant stakeholders work together to tackle the issue Education is key to encouraging behavioural change CGAG advertising campaign aims to educate consumers and encourage responsible behaviour Four key messages from focus groups on advertising proposition – Don’t think the worst of me – Engage me – Make it humorous – Show me the bin 2

3 Previous campaign creatives

The 2013/14 campaign creative 4

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6 Advertising in situ

Proven track record – 2013 results 2013 CGAG campaign ran in 16 local authorities A 47% reduction in chewing gum litter. Overall this impact to chewing gum litter is being sustained. High level of awareness of the 2013 CGAG campaign amongst respondents. 7

CGAG - industry perspective Education is the key to the issue We know the advertising campaign works, helping to remind consumers about responsible disposal of their gum Message will live with them beyond the campaign to help ongoing behavioural change 8 THANK YOU FOR YOUR SUPPORT – WE COULDN’T DO IT WITHOUT YOU