Anti-littering campaign

Who was it for?

Teignbridge District Council - Waste Management Division

Background

Following LPSA research we conducted for Devon and a successful anti-litter campaign we ran for Exeter, East Devon and Teignbridge District Councils, Teignbridge District Council appointed us to design and manage an anti-litter campaign aimed at all the residents. The message was to encourage them to help the Council keep Teignbridge free from litter and waste. From research, fast food wrapping, dog fouling and cigarette butts were identified as key cleanliness issues.

Challenge

Rather than "finger wagging", the Council wanted to convey a sense of shared responsibility with the public in keeping Teignbridge clean. Additionally, they wanted to use positive imagery and support the work of the waste management division in the Council.

Solution

The strapline"Tidy Teignbridge" was created as an overarching campaign strapline to be used across all media. This communicates the fact that Teignbridge is mostly perceived as clean and tidy but also works as a "call to action" for the tourists and residents to keep it that way. The Council was given a "human face" by using a real streetcleaner - Malcolm and showing him doing his job. Humour was used as an alternative to the "finger wagging", authoritative approach and also to appeal more to the youth who are perceived as the main litter offenders. See Malcolm enjoying his job on You Tube!

Outcome

We ran pre, interim and post campaign research. Post campaign 1 in 3 residents were aware of some form of litter campaign with nearly 4 in 10 being aware of the "Tidy Teignbridge" strapline. Recall of the "Malcolm" ads was notably higher with the under 25 age group who had been perceived as a key target audience.

Media

• Bus shelter advertising
• Bus sides
• Webfilm
• BT boxes
• local press
• local radio
• banners
• posters

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