youtube social-facebook social-twitter eye paper-clip mail toggle layout link bell lock unlock ribbon image signal target clipboard clock watch air-play camera video disc printer monitor server cog heart paragraph align-justify align-left align-center align-right book layers stack stack-2 paper paper-stack search zoom-in zoom-out reply circle-plus circle-minus circle-check circle-cross square-plus square-minus square-check square-cross microphone record skip-back rewind play pause stop fast-forward skip-forward shuffle repeat folder umbrella moon thermometer drop sun cloud cloud-upload cloud-download upload download location location-2 map battery head briefcase speech-bubble anchor globe box reload share marquee marquee-plus marquee-minus tag power command alt esc bar-graph bar-graph-2 pie-graph star arrow-left arrow-right arrow-up arrow-down volume mute content-right content-left grid grid-2 columns loader bag ban flag trash expand contract maximize minimize plus minus check cross move delete menu archive inbox outbox file file-add file-subtract help open ellipsis instagram youtube

Gumdrop on the Go

By Gumdrop and Hubbub UK

5+

The provision of portable gum bins to members of the public making it easy for correct disposal of chewing gum on-the-go.

Campaign Name: Gumdrop on the Go
Delivered By: Gumdrop and Hubbub UK
Designed By: Gumdrop Ltd.
Main Objective: Behaviour change, raising awareness/ communications campaigns
Type: Give away/product hand outs
Location: Urban
Cost: £0 - 250

Summary

Hubbub and Gumdrop Ltd. ran an anti-chewing gum litter campaign from 26th May - 31st July 2015. 5051 portable gum bins were distributed to commuters and employees over 12 interspersed days. Local collection points were in situ during this period and returned gum would be recycled into new products. Users could deposit their full gumdrops to be entered into a competition. The prizes were made from recycled chewing gum.

Rationale: This tested the behaviour change theory that if you ‘make it easy’ for someone to engage in the desired behaviour, they are more likely to do it i.e giving people who chew gum portable bins makes it easier for them to dispose of their waste responsibly.

Headline Finding

The amount of chewing gum litter decreased substantially throughout the campaign, even in the months when the amount of most litter types increased or fluctuated. In June and July, when chewing gum-specific activities were conducted at the site and Gumdrops were handed out, the reductions were of 54% and 26% respectively.

In August, when the chewing gum display was in place but no Gumdrops were handed out, chewing gum litter returned to the baseline counts, which may indicate that the Gumdrops were effective in reducing chewing gum litter. However, in September and October, chewing gum litter levels reduced again to 80% and 38% respectively despite no activities specific to chewing gum being held at the sites. This may be related to the seasonal factor and reduced footfall.

Following on from Neat Streets, Gumdrop was asked to undergo a similar campaign in the borough of Kensington and Chelsea.

Considerations

It is possible to link the campaign to a competition, but keep it simple. The more steps you have in a campaign like this the harder it is to engage the public, especially in fast paced environments.

Have you already done a version of this campaign?

Add response

Upload Your version of this project: