Join our partner coalition and help make littering culturally unacceptable in a generation
PRESENTATION TO FOOD AND DRINK FEDERATION MEMBERS
FEBRUARY 2020
PRIVATE & CONFIDENTIAL. NOT FOR ONWARD CIRCULATION.
AGENDA
• The issue
• Campaign strategy
• Objectives
• Audience
• Comms framework
• Our campaign identity
• Year 1 Results
• Working in partnership
• Next steps
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Private and confidential – not for onward circulation
Litter is more than just unsightly
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Street cleaning cost
local government
£663m, or £28 per
household, in 2017/18¹
Average of 14 calls a
day to the RSPCA about
animals affected by
litter²
Key government priority
¹MHCLG data, 2017/8 England
²MHCLG data, 2016/7 EnglandPrivate and confidential – not for onward circulation
Litter is wasted resource in a circular economy
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Private and confidential – not for onward circulation
CAMPAIGN STRATEGY
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We want this campaign to achieve a real shift in attitudes
1. Reduce tolerance to litter by making it
culturally unacceptable
Shift in acceptance of dropping litter if
there are no bins or if the bins are full
among 18-24 year olds
Bring 18-24s acceptability of either scenario in line with
the general population
2. Target audience recalling the campaign
messages
Number of 18-24 year olds recognising and
recalling the campaign messages
See at least 25% campaign recall
among 18-24 year olds in tracking surveys
3. Unite partners to take sustained action on litter
Recruit at least 10 active and relevant partners who are
aligned to the litter strategy
Partners bring a combined marketing
value of £1m
(mix of in-kind value and campaign
funding)
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TargetObjective Measure
Private and confidential – not for onward circulation
We need to tackle the attitudes of those who are more likely to litter
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Primary Audience
Secondary Audience
General population of England
16 – 24 year olds and drivers living in England
Private and confidential – not for onward circulation
Our campaign has a two-phased approach
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ROLE
TONE &
MESSAGING
PURPOSE
ALERT & EDUCATE MOTIVATE & NORMALISE
CHANNELS
Frequent, relatable, visual Personalised, contextualised, simple
Continue to drive relevance across the
year with a compelling and relevant
narrative to continually raise awareness of
the scale of the issue. Join conversations
they are already engaged in. Challenge
‘anonymous’ behaviour in cars.
Drive frequency of message and normalise the
message by reminding 16-24 year olds and
drivers about the campaign in proximity to
purchase and littering locations.
Stakeholder
comms and
endorsement
Continue to
reference in Defra
communications
Partnerships
(commercial and
NGO sector)
Social media
(KBT & Defra)
Out of home
advertising –
roadside and
shopping centres
Private and confidential – not for onward circulation
Identifying the relevant partners to help deliver the message
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FREQUENTLY LITTERED ITEMS
Top ten types of litter
found on the highest
percentage of sites¹
FREQUENTLY LITTERED LOCATIONS
51% of ‘[Other] Retail
and Commercial Sites’
had fast food-related
litter on them, higher
than the average found
across all land uses.
24% of roads did not
meet the acceptable
standard for litter²Perceived acceptability
of litter versus its ease
of cleaning
¹Local Environmental Quality Survey of England, 2017/18
²Local Environmental Quality Survey of England, 2017/18Private and confidential – not for onward circulation
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DRIVE FREQUENCY OF MESSAGEINTEGRATE MESSAGE ALONGSIDE
LITTERED ITEMS
INTEGRATE MESSAGE AT POINTS OF
LITTERING
RETAILERS
MANUFACTURERS*
TRAVEL
ENTERTAINMENT
OOH & AMBIENT
SOCIAL & DIGITAL
PAID MEDIA(dependent on partner funding)
PARTNERSHIPS(Indicative and live partners, who have supported via financial and in-kind contributions)
Motivating and normalising positive litter behaviours
Private and confidential – not for onward circulation
OUR CAMPAIGN IDENTITY
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Private and confidential – not for onward circulation
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Private and confidential – not for onward circulation
YEAR 1 RESULTS
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In year 1 we united some partners in our campaign to end littering
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We feel strongly that industry has a critical role to play in delivering long-term behaviour change by encouraging people to bin their litter responsibly.
Ana Baptista, Corporate Affairs Director, Mars Wrigley Confectionery UK
We love that our customers care about the environment, and so do we - that’s why we’re committed to doing all we can to protect it and tackle the growing issue of litter.
Roger Whiteside, Chief Executive at Greggs
We are passionate about the responsibility we have to ensure our communities are clean and our natural environment remains healthy for future generations.
Paul Pomroy, Chief Executive of McDonald’s UK
Private and confidential – not for onward circulation
And reached millions with our message
3.3m16-24 year olds
reached via
targeted social
media campaign
Millionsof opportunities
to see the
campaign at
travel hubs
across the UK*
75kfestival goers
reached at Leeds
Festival
>630kViews of the
#backofthebin
challenge with
free-style
footballer - Liv
Cooke
*Through our partners Network Rail, Extra MSA, Roadchef and Moto
Private and confidential – not for onward circulation
We have delivered ‘always on’ social to normalisethe message
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Private and confidential – not for onward circulation
WORKING IN PARTNERSHIP
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We are seeking financial and in-kind support to help sustain a long term behaviour change campaign
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Extending reach of the campaign
Lead by example
Opportunity for PR coverage
Corporate social responsibility and positive
brand perception
Enhance and broaden any existing waste
disposal programmes and campaigns
Ease – the campaign is fully-developed, tested and optimized, with assets and templates which
can be co-branded
Visible and influential industry champions
Leveraging trusted voices to support change
Affiliation with a government priority
Benefits to your organisation Benefits to the campaign
Private and confidential – not for onward circulation
Cineworld ads
with
PepsiCo UK before
U-rated family
films
(Feb – Jul 2019)
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
‘Bin It! Roadshow’ with
Mars Wrigley
Confectionery toured
480 schools
(Apr-Jul, Sep-Nov 2019)
‘Rubbish
commentary’ with
McDonald’s and
JOE Media, 1
million+ views
(Sep 2019)
Logo on 850
Starbucks
digital panels
(Dec 2019)
Street art mural at
Leeds Festival, reached
around 75,000 people
(Aug 2019)
#backofthebin litter
challenge with Liv Cooke,
had 472,000 views
(Aug 2019)
Examples of partner co-created moments
Private and confidential – not for onward circulation
Flexible, tiered approach to funding, with a range of benefits tied to different levels of support
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INPUT INTO
CAMPAIGN GOVERNANCEPRESS OPPORTUNITIES
SOCIAL MEDIA
INTERNAL COMMS
AMONG CIVIL SERVICE STAFFCAMPAIGN PLANNING AND
ACTIVATION
ACCESS TO
CAMPAIGN MATERIALS
Private and confidential – not for onward circulation
Want to get involved?
If you’re interested in becoming a partner, or would like to find out more about supporting the campaign, please get in touch
Charlotte [email protected]
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Private and confidential – not for onward circulation