1. Campaign Monitoring Jonathan Gibbon Development Manager Keep Britain Tidy

2. Previous campaigns - 2013 47% reduction

3. Previous campaigns - 2012 53% reduction

4. 2014 Campaign Scheduled for launch on 22 September 2014 Target audience: gum droppers aged 18-34 Campaign Evaluation – Actual reduction in chewing gum litter Monitored hotspot areas in each partner area 2014 Campaign Objective – To reduce chewing gum litter by an overall 40% in monitored areas

5. 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

6. 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

7. Choosing your survey sites Choose at least 10 survey sites Suggested 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

8. 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 – 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

9. Example survey area diagram

10. 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

11. 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

12. 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

13. Timetable ACTIONSUGGESTED DATE BASELINE SURVEY First cleanseFriday 22 August First surveyThursday 18 September CAMPAIGN SURVEYSecond CleanseFriday 19 September Campaign launchMonday 22 September Second surveyThursday 16 October POST CAMPAIGN SURVEY Third cleanseFriday 17 October Third surveyThursday 13 November

14. 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

15. 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