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

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

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

Previous campaigns % reduction 93% in Cardiff

Previous campaigns 56% reduction % reduction 2010

Previous campaigns % reduction

Previous campaigns % reduction

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

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

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 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!

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

Kristian Bentham Senior Campaigns Co-ordinator Keep Britain Tidy T:

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)

Monitoring (in detail)

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

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

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

How big should the survey areas be? Each area should be 10m 2 in size Once the survey areas have been chosen, 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

Example survey area diagram

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

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

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

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