CPRE Campaigns

Campaign to Protect Rural England use 'Stop the Drop' as their slogan and one of their recent campaigns uses a very simple idea of contrasting beautiful countryside locations with locations blighted by litter.

http://www.cpre.org.uk/campaigns/stop-the-drop/litter-and-fly-tipping

While you're down there campaign...

2005 Campaign that was designed to set pulses racing and target the 18-25 age group,probably Keep Britain Tidy's most risque campaign to date.


















http://www.timesonline.co.uk/tol/news/uk/article521911.ece

http://www.brandrepublic.com/News/475522/Keep-Britain-Tidy-campaign-set-pulses-racing-litter-off-streets/

2005 Gimp campaign

Gimp campaign cinema advert released in Pearl and Dean cinemas in 2005. Advert was rated 15 so would only appear before films with that BBFC classification or 18 rated films.

From the Encams website, "Keep Britain Tidy research reveals that 18-24 year olds are one of the most frequent offenders with regards to litter but also one of the most difficult groups to reach in terms of changing their behaviour. Due to the extent and amount of littering from this age group, it was decided that 2005 would be a dedicated campaigning year for 18-24 year olds. We chose to target this group through cinema advertising as research reveals that 54% of 18-24 year olds visit the cinema once a month or more.

The advert produced was based on semiotic research that revealed the 18-24 year old age group responded to stranger, sexier and more dangerous parallel worlds. The Carry on-esque film produced featured a twenty-something litter bug being lured into a house by what appears to be a saucy siren in her 50s. Once inside, he realises she is an old vamp who will bring him to heel for his filthy habits. Then he finds himself paraded around the streets in a PVC suit, humiliated infront of passers-by. The ad closes with the line – ‘Don’t be a Gimp, Keep Britain Tidy’. "

How they measured their success:
Campaign success was measured through attitude and awareness questionnaires with the 18-24 year old age group and through media coverage. Attitude and awareness questionnaires with 275 people in a cinema showing the advert revealed that 43% remembered seeing the advert. Of the people who had seen the advert and admitted to dropping litter, 79% said that the advert would change their behaviour in the future (either yes or maybe responses)."

New Keep Britain Tidy campaign for 2009

Keep Britain Tidy appear to be looking to raise their profile and according to this article from Marketing weekly they will be launching a new campaign in 2009. Media students need to keep their eyes open and should pay particular interest as to who their target audience is and how they will go about targeting them.

http://www.marketingweek.co.uk/cgi-bin/item.cgi?id=64622&d=258&h=0&f=0

Fast Food Litter is Making a Pig’s Ear of Our Streets

Launched in January 2009 this campaigns artwork plays on the idea of being a ‘dirty pig’ when dropping litter, targeting the highly image-conscious 18-24 year old age group. The posters feature an attractive young man and woman who develop pig-like features after dropping litter, together with the slogan, ‘What does dropping litter make you look like?’.

http://www.utalkmarketing.com/Pages/CreativeShowcase.aspx?ArticleID=12911&Filter=0&Keywords=&Order=LATEST&Page=1&Title=Keep_Britain_Tidy_

Rats Campaign

In 2002 Keep Britain Tidy warned us that rats were getting bigger, more active and living longer. They claimed there were around 60 million rats in Britain - one for each person. They warned us that 15 million people across the country were helping to create a new breed of "super rats" by discarding left-over fast food in the street.
(check out this article from BBC News in 2002 http://news.bbc.co.uk/1/hi/uk/2164999.stm)

Keep Britain Tidy kicked off a major litter campaign by revealing burgers, chips and kebabs left on the nation's roads wee creating bigger rats who have more energy and a longer life span.

They released a cinema advert alongside a poster campaign to highlight this problem.