Client: Keep Britain Tidy
Keep Britain Tidy has launched this multi-media outdoor campaign to encourage its target audiences not to drop litter.
While the Keep Britain Tidy campaign has been running for more than 50 years, recent research has revealed that the main offenders, who were likely to change their ways, were in the 18-24 age group and most likely to drop fast-food related litter, particularly following a night out on the town or after lunch.
MediaVest Manchester and Kinetic Manchester worked with Clear Channel Outdoor’s Regional team to design an outdoor campaign that would target people at or prior to the point of committing a ‘littering offence’ through 6-sheets and Connect phone boxes in close proximity to fast-food venues, pubs, bars and clubs across the country.
The campaign will also see Keep Britain Tidy use a select number of Contravision sites.
Charles Reid, director at MediaVest, said, "Last year's campaign proved extremely successful, reducing fast food litter by up to 60% in certain areas. We feel that Outdoor is still one of the most effective mediums, due to our ability to target by proximity to offense.
“The introduction of high profile Contravision sites to showcase Keep Britain Tidy’s impactful creative will help to build on the success of the previous campaign. They will not only prove to be eye catching, but also generate a buzz amongst the target demographic."
Rebecca Joinson, spokesperson for Keep Britain Tidy, added, “Fast food litter is a big problem across the country. It makes an area look untidy and uncared for, and can even lead to more serious crime, which can have a major impact on the quality of life of those who live, work and play there.
“We hope that our outdoor campaign will reduce the amount of fast food litter plaguing our streets and will persuade people to think more carefully about how they dispose of their fast food packaging once they have finished with it.”