We worked with The Chewing Gum Action Group, which is chaired by Defra and includes government agencies, environmental groups and chewing gum industry representatives, to develop the 2011 anti-gum-litter national outdoor campaign.

The campaign’s objective is to change the behaviour of people who drop gum by making them realise that dropping gum is littering and they could be fined if caught.

The 2011 creative was an optimised version of the very successful 2010 campaign which used a bright illustrative style to gain cut-through on the street.

Twelve local authorities took part in the campaign across England, Wales and Scotland with both an English and dual-language version of the creative running across 6 sheets, 48 sheets, lamppost banners, phone kiosks and digital formats to name a few!

Unsurprisingly, with 84% of people surveyed saying it made them think about the effects of dropping gum, we achieved a 56% reduction in gum litter – up 6% from last year.

Look out for the new CGAG campaign running in March 2012.