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6th September 2016

News

Anti-littering campaign ‘hits home’ to drive responsible gum disposal 

 

A corner of London has been transformed today, as the Chewing Gum Action Group (CGAG) launches its annual, national campaign.  The UK’s first Litter Lounge, a living bin built in the middle of a busy East London street, will challenge the general public’s behaviour when it comes to responsible gum disposal.

Born fromthe idea that consumers would find it unacceptable to drop gum on their floor at home or dispose of it down the back of their own sofa, the Litter Lounge aims to make people see the outside environment as an extension of their home. The pop ups – appearing in participating locations across the UK – will ask passing consumers to drop their gum litter in its chic surroundings, challenging social norms.  Consumer interaction with the Litter Lounge will be recorded and made into a short film to further drive awareness of the importance of binning used gum responsibly.

One in four places in the UK today still has unacceptable levels of litter1 and whilst there are many different types of littered items,1 recent research by Hackney Council ahead of the CGAG campaign, reveals that chewing gum and chewing gum staining are one part of the ongoing litter problem. Over the past month Hackney Council monitored gum litter in some of the busiest streets of the borough, and the results suggest that if every street was as busy up to 1.6 million2 pieces of chewing gum are potentially dropped in the borough each month, which could add up to nearly 20 million2 pieces over the course of a year.

Allison Ogden-Newton, chief executive at Keep Britain Tidy, a partner in CGAG, said: Littering is often seen as someone else’s fault and everyone else’s problem. For more than 10 years we’ve been committed to raising awareness of littered gum and using creative ways to get people to stop and think as part of the Chewing Gum Action Group. This latest idea is all about making people see their local streets as an extension of their own home, they don’t drop gum in their home, so why should they on the street?”

The annual campaign sees representatives from the chewing gum industry, Government, environmental charity Keep Britain Tidy and the Chartered Institution of Wastes Management working with councils and partners across the UK to reduce littered gum. The 2015 campaign saw chewing gum litter reduce by an average of 48% in participating areas, demonstrating the momentous impact CGAG’s campaign work has on littering behaviour.

Lord Gardiner, Parliamentary Under Secretary of State at the Department for Environment, Food & Rural Affairs (DEFRA) says: “It’s simple; dropping gum on the street is selfish and antisocial. The horrible stains left on pavements spoil streets up and down the country for everyone, and having to peel it off the sole of your shoe is disgusting. I hope this campaign makes the thoughtless minority who cause this problem think again and bin their gum.”

Hackney is one of eleven local authorities and partners from across the UK taking part in this year’s campaign, displaying campaign materials on poster sites, monitoring gum litter and installing local Litter Lounges. Locations include Colchester, Corby, Harrow, Hounslow, Kensington and Chelsea, Maidstone, North Ayreshire, Oldham and Chester. 

23rd March 2016

News

Of all the items that end up as litter, there’s one that can’t be swept away and that’s chewing gum.

To tackle the problem, gum manufacturers, governments and charity Keep Britain Tidy run an annual campaign to encourage people to dispose of their gum correctly.

The Chewing Gum Action Group (CGAG), has opened applications from local authorities, Business Improvement Districts (BIDS) and universities wanting to take part in this year’s campaign to reduce littered gum following another fantastic year in 2015, which saw an average reduction in littered gum of 47%.

Watch the video from last year's launch which highlighted gum litter on Oxford Street in London.

The CGAG campaign, now in its 11th year, funds local advertising in areas across the UK. Local authorities receiving the funding also commit to increasing enforcement of fines for littering and creating local campaigns to change people’s behaviour.  This year, CGAG will be taking its first step to widen the impact of its campaign by providing some local authorities and BIDS with a specially designed tool kit including posters and other materials so they can run their own campaigns.

The advertising features professionally choreographed and highly innovative dance moves, encouraging gum chewers to dispose responsibly of gum litter in a fun and engaging way or face a fine of up to £80. The dynamic, brightly coloured adverts will appear in a range of locations across participating authorities including roadside banners, bus stops, lamp-posts and telephone kiosks.

The Chewing Gum Action Group is chaired by Department for Environment, Food and Rural affairs (Defra) and brings together representatives from the chewing gum industry, Keep Britain Tidy, Keep Wales Tidy, the Chartered Institution of Wastes Management, Zero Waste Scotland, Scottish Government, the Welsh Government and the Food and Drink Federation. It has been running successful campaigns, funded by manufacturers Wrigley and Perfetti van Melle, to change the behaviour of irresponsible gum disposal since 2006.

Local authorities and BIDS have until the 22nd April to submit their applications.  The application form can be downloaded here

This year’s campaigns will take place throughout September 2016

19th October 2015

News

Campaign launches to change behaviour towards chewing gum disposal 

One of the busiest streets in London will be transformed like never before, as The Chewing Gum Action Group (CGAG) launches its national campaign to reduce gum litter.

The grey pavements on Oxford Street will be transformed with brightly-coloured circles to highlight the significant amount of gum that is dropped.

Representatives will take to Oxford Street to circle every single piece of discarded gum between the corner of John Prince’s Street and Holles Street, using water soluble fluorescent chalk, and witness the public reaction to the eye-catching measle-like patterns created across one of the busiest areas in London. During the month of October, representatives will then work together to remove the gum, making the streets cleaner and more attractive.

Now in its 10th year, the annual campaign sees representatives from the chewing gum industry, Government and environmental charity Keep Britain Tidy working with councils and Business Improvement Districts (BIDs) across the whole of the UK to develop local initiatives to reduce chewing gum litter.

Results from previous years demonstrate the significant impact of the campaign on gum litter levels. In 2014, the campaign led to an average fall in gum litter of 38% in participating areas, with a 90% reduction in one community. Last year, the amount of gum removed from Oxford Street, Regent Street and Bond Street equated to the size of around 12 football pitches, covering approximately 86,000sqm.

Launching the campaign today Rory Stewart MP, Parliamentary Under Secretary of State for Environment and Rural Affairs, said: “Spitting out or dropping chewing gum stains streets and is a blight on our towns and cities. Councils spend around £56m per year cleaning up the horrible mess it leaves and so I’m pleased to see efforts to help highlight the problem. I look forward to seeing the results of this year’s campaign.”

Allison Ogden-Newton, chief executive at Keep Britain Tidy, which is a partner in CGAG, said: “We are proud to be the only group that comes together to tackle the problem of chewing gum litter, and we are committed to supporting local authorities and BIDs to improve the quality of our public spaces, creating a cleaner and greener place to work and live.

“Since the campaign began 10 years ago, the aim has always been to raise awareness of chewing gum litter, whilst encouraging residents and shoppers in the local area to engage with the campaign so that we can create a sense of local pride. We have no doubt we can make this year’s campaign the most successful year yet.” 

Nine BIDs and local authorities from across the UK will be taking part in this year’s campaign. Locations include West London, Birmingham, Northern Ireland, Lincolnshire, Scotland, Hampshire, Merseyside and Cambridge.  

The nine local authorities and BIDs involved in this year’s campaign are:

  • New West End BID
  • Retail Birmingham BID
  • Armagh City, Banbridge & Craigavon Borough Council
  • South Holland District Council
  • Bathgate BID
  • Test Valley Borough Council
  • Southport BID
  • Hounslow Highways
  • Cambridge BID

For enquiries, please contact Ruth Pipkin, Natalie Merrix or Lina Solanki, Rewired PR on 0121 236 2132

9th June 2015

News

Of all the items that end up as litter, one of them can’t be swept away and that’s chewing gum. 

To tackle the problem, gum manufacturers, governments and the charity Keep Britain Tidy run an annual campaign to encourage people to dispose of their gum correctly.

If you’re a local authority, business Improvement district, academic institution or town centre management organisation, now’s your opportunity to take part in this year’s Chewing Gum Action Group campaigns.

The campaigns are funded by gum manufacturers: The Wrigley Company, Perfetti Van Melle and Mondelez International (Cadbury).  The group also receives support from Defra, the Scottish and Welsh governments, Keep Wales Tidy, Zero Waste Scotland, the Food and Drink Federation and the Chartered Institute of Wastes Management (CIWM).  It’s a unique example of competing companies pooling resources to educate consumers about how to properly dispose of their product.

Each year, local authorities and business improvement districts (BIDs) are invited to submit applications for the campaign to run in their area. In 2014, 12 were selected across the UK and we saw an impressive 38% average reduction of dropped gum in monitored areas with some areas recording reductions of up to 90%. This year’s campaigns are scheduled for October 2015 where we planning to use the ‘Bin It Your Way!’ posters that were used in 2013 and 2014, as they have been so well received with the public.

Participating partner organisations receive, at no cost to themselves, outdoor advertising and media relations and PR support.  In return, partners are asked to magnify the campaign’s message by working with local retailers and pitching in to give the campaign a higher profile.

If you work for a local authority or BID and are interested in taking part in this year’s campaign, please complete the application form and send it to kristian.bentham@keepbritaintidy.org before Wednesday 8 July 2015. 

22nd September 2014

News

The Chewing Gum Action Group (CGAG) has launched a campaign across the UK with the aim of reducing littered gum. Working with 12 local authorities and Business Improvement Districts (BIDs), CGAG is encouraging gum chewers to ‘Bin it your way’ or face a fine.

The campaign, now in its ninth year, sees industry, Government and Keep Britain Tidy working with councils, BIDs and for the first time, a University campus, to develop local initiatives to reduce chewing gum litter. Results from previous years demonstrate the significant impact of the campaign on gum litter levels. In 2013 the campaign led to an average fall in gum litter of 47% in participating areas, with some authorities reporting even higher results. Love Wimbledon BID saw a 67% decrease, whilst Bournemouth Council and Neath Port Talbot Council saw a 63% and a 62% decrease respectively.

The advertising campaign features professionally choreographed and highly innovative dance moves, encouraging gum chewers to dispose responsibly of gum litter in a fun and engaging way or face a fine of up to £80. The dynamic, brightly coloured adverts will appear in a range of locations across the local area, including roadside banners, bus stops, lamp-posts and telephone kiosks. Participants also coordinate activity in their local community to encourage residents to engage with the campaign.

Commenting on the launch of the campaign today Environment Minister Dan Rogerson said: “Discarded chewing gum is a blight on our streets and can cost individual local authorities as much as £200,000 a year to clean up. Previous CGAG campaigns have been successful, so I look forward to seeing the results of this year’s efforts.”

Phil Barton, Chief Executive at Keep Britain Tidy which is a partner in CGAG, said: "As a group we are committed to tackling the issue of gum litter to help create cleaner, more attractive places to live and work. Since the campaign first began in 2006 we have made a huge impact on reducing gum litter in participating regions and we are confident that 2014’s campaign will build on this success.”

The Chewing Gum Action Group is chaired by Defra and brings together representatives from the chewing gum industry, Keep Britain Tidy, Keep Wales Tidy, the Local Government Association (LGA), the Chartered Institution of Wastes Management, Zero Waste Scotland, Scottish Government, the Welsh Government and the Food and Drink Federation. It has been running successful campaigns to change the behaviour of irresponsible gum disposal since 2006.

The chewing gum industry is a key member of CGAG and is working closely with Government and other partners to tackle the problem of chewing gum litter.  Mondeléz International, The Wrigley Company and Perfetti van Melle are all CGAG partners.

The 12 local authorities and BIDs involved with this year’s campaign are:

•             City of London

•             Alloa Town Centre BID

•             The Highland Council

•             Basingstoke and Deane Borough Council

•             Mansfield BID

•             Craigavon Borough Council

•             Hull City Council

•             Blaenau Gwent County Borough Council

•             Rochford District Council

•             Liverpool BID Company

•             Ealing Broadway BID

•             Coventry University