CGAG Pre Campaign Briefing KCB

Report
Pre Campaign Briefing
Kristian Bentham
Marketing and Campaigns Manager
Keep Britain Tidy
2014 Partners
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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 and Broadway BID
Coventry University
Who are the Chewing Gum Action Group?
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Defra
Welsh Government
Scottish Government
Chartered Institute of Wastes Management
Wrigleys
Mondelez International
Perfetti Van Melle
Keep Britain Tidy
Keep Wales Tidy
Zero Waste Scotland
Food and Drink Federation
LGA
Previous Campaigns - 2012
• 53% reduction
• 93% in Cardiff
Previous campaigns
• 56% reduction 2011
• 50% reduction 2010
Previous campaigns - 2009
• 48% reduction
Previous campaigns - 2008
• 43% reduction
2014 Campaign
Scheduled for launch – 22 September 2014
Target audience: gum droppers (CGAG litter segmentation)
• To reduce chewing gum litter
• To increase awareness among gum chewers that gum is
litter and should not be dropped on the floor
• To increase responsible disposal of used chewing gum
• To increase awareness among gum chewers that they
could be fined for dropping chewing gum
• To create a sense of local pride
2014 Campaign
Key messages:
• Put your used gum in a bin – a tangible way you can do your
bit to show you care about where you live
• It’s your responsibility to do the right thing
• People who irresponsibly dispose of their gum can be fined up
to £80 on-the-spot
2014 Campaign
• Similar campaign in Republic of Ireland
• Focus groups
• Advertising needs to articulate:
– Dropping gum is littering
– Fine in place for littering
– Encouragement to the public to bin
their gum
• Four key messages from focus groups
– Don’t think the worst of me
– Engage me
– Make it humorous
– Show me the bin
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The Posters
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2012 Results - Republic of Ireland
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Generated the largest number ever of respondents who said “used to, but
stopped dropping/spitting gum” in the past six months
75% recall of the advertising - well ahead of 45% average recall
Gum is almost universally viewed as litter with almost all (92%) now claiming gum
is litter
Performed way ahead of previous campaigns in:
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Appealing to the target audience
Not talking down at the target audience
Adverts not being boring
‘The campaign is viewed by the advertising industry as one of the strongest
performing campaigns of that year”.
81% average recall; third most recalled campaign in 2012 in Ireland (McDonald’s
was first and Skyfall was second)
69% of 15-19 yr olds believe it was aimed at them
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2013 Campaign – 47% reduction
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Swansea Business Improvement District
Falkirk Delivers (Business Improvement District)
Peterborough City Council
Liverpool City Council
Bournemouth Council
Wyre Forest Council
Nottingham City Council
Northampton Borough Council
Neath Port Talbot Council
Rochford Council
Corby Council
Highlands Council
Love Wimbledon (Business Improvement District)
Cambridge City Council
Hull City Council
Milton Keynes Town Centre Management in partnership with Milton Keynes Council
What role do you as partners play in the
campaign?
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The face of the campaign in your area
Promote the campaign at a local level
Local PR and media liaison
Engage with the public and businesses
Step up enforcement activities to support the campaign
Cleansing, monitoring and evaluation
Share good practice and promote success
Help sustain the campaign beyond the 4 weeks of advertising
What support will CGAG provide?
• Plan and book advertising in your area
• Help with PR and media relations activity
• Co-ordinate a national launch and secure national media
coverage
• Arrange poster design and production
• Support with monitoring surveys
• Carry out evaluation research
• Listen to your ideas and build them into the campaign
strategy
• And anything else we can do to help you reduce gum litter in
your area!
Roadside formats will deliver mass reach on the
street when people may be thinking about
littering
High stature on
the high street
Targeted with proximity
to point of disposal
Roadside 6
sheets
Major high street
coverage, building
frequency quickly
Lamppost
Banners
Phone Kiosks
(StreetTalk)
ATM ads
Illuminated, animated,
high dwell time
Bus Supersides & Streetliners talk directly to
pedestrians, adding strong coverage in town
centres
Bus Superside
Talk directly to
pedestrians with
frequency as buses
travel through town and
city centres
Large image ad on
the high street –
attention with
stature
Bus Streetliner
In some towns, the inventory available is limited,
so we have bolstered with mobile media
Digivans
Animated image –
eye catching
(especially in poor
weather) and
therefore more
memorable
We’re also looking into some highly impactful
banners as support for launch activities in the
City of London
Media Relations
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Complement the advertising
Be used to secure positive coverage in your local media
Appear as opinion or recommendation
Reach a wide target audience
Help disseminate your message to your target audience
Include the campaign’s key messages
Influence opinion and behaviour
Coverage
2014: PR aims
• Leverage 2014’s advertising campaign and target regional media
• Raise awareness of the campaign by reporting on 2013’s positive
results
• Work closely with participating LAs and BIDs to ensure a
coordinated approach
• Secure high quality media coverage that delivers key messages
How will we evaluate the campaigns?
• Actual reduction in chewing gum litter - monitored hotspot
areas in each partner area.
• Media coverage
• Partnerships formed
• Website and social media activity
• Attitudinal research/recall monitoring
• Enforcement activity
Monitoring
• Allows us to measure a percentage
decrease
• Chewing gum litter only
– Flat & ‘3D’ gum
• Honest, reliable results to measure
the effectiveness of the campaign
Choosing your survey sites
Choose at least 10 survey sites
Suggested areas:
• Mix of sites with & without advertising
• Areas outside fast food outlets
• Outside nightclubs or bars
• Car parks
• The high street or a parade of shops
• Transport hubs, e.g. rail/bus station
• Outside schools/colleges/universities
• Public buildings or office blocks
• Outside cinemas/bingo halls
How big should the survey areas be?
• Each area should be 10m2 in size
• Once the survey areas have been
chosen, make a simple diagram
– Could mark the area, diagram is better
– Taking photographs may be helpful
– Note key features such as bins or doorways
• Draw another diagram showing each of
the survey sites in relation to the whole
campaign area
Example survey area diagram
The pre-campaign survey
• It is vital that the timetable is followed to ensure a
baseline survey is completed
– Baseline is crucial to all monitoring
• Cleanse each area 28 days before the survey
• Do not cleanse again during the control period,
i.e. until after the survey
• After 28 days do a gum count in each survey area
• This must be done BEFORE the campaign starts
The survey during the campaign
• Cleanse your survey areas at the start of the campaign
(after the pre-campaign survey)
• Do not cleanse the areas again for 28 days while the
campaign is running
• After 28 days, count the amount of gum deposited in
each area
• This provides an indication as to the effect of the
advertising
– Must be compared to an effective baseline survey
The post-campaign survey
• At the end of the campaign (after the campaign
survey), cleanse each survey area
• Leave for a further 28 days with no cleansing
• After 28 days, count the amount of gum deposited in
each area
• By drawing comparison with the previous surveys,
the results will show how successful the campaign
has been
Timetable
ACTION
SUGGESTED DATE
First cleanse
First survey
Friday 22 August
Thursday 18 September
Second Cleanse
Campaign launch
Second survey
Friday 19 September
Monday 22 September
Thursday 16 October
Third cleanse
Third survey
Friday 17 October
Thursday 13 November
BASELINE SURVEY
CAMPAIGN SURVEY
POST CAMPAIGN SURVEY
Previous mistakes
• The most common monitoring mistake in the 2013
campaign related to the baseline cleanse and count
– Several partners did not conduct a baseline cleanse
– This meant there was no way of knowing how long the
gum had been there so the count was inaccurate
• Please allow enough time to conduct a cleanse on
all sites more than 28 days before the campaign
starts
– Pre-campaign survey must also take place before 22
September
Further guidance
• It is vital that this guidance is observed
• For consistency, monitoring should be
conducted at the same time and on the same
day of the week for each survey area
• If possible, the same person should conduct the
monitoring
• DO NOT cleanse the survey areas except where
outlined in the guidance
Kristian Bentham
Marketing and Campaigns Manager
Keep Britain Tidy
T: 01942 612668
[email protected]
Considerations
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Media, PR and launch idea
Events
Getting the message across and engaging with the public
Events
Enforcement
Local partnerships
Poster, artwork and other collateral requirements
Social media and web presence
Extending the campaign beyond the 4 week paid for
advertising
• Disposal solutions (gum wraps, pouches, boards etc)

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