The results overview

Both the 2006 and 2007 Chewing Gum Action Group campaigns were a huge success, with great results in local authorities across the country; and the successes have continued with the campaign in 2008.
But it doesn’t stop there. Big plans are afoot for 2009 and beyond.

The first CGAG campaign in 2006 ran across 15 local authorities and was founded on the insight that nobody particularly enjoys being told off or criticised, and if we are then we tend to do precisely the opposite of what is being asked of us. Therefore, the advertising conveyed a sense of gratitude to the reader and ‘thanked’ them for binning their gum.

The 2007 campaign, which ran in 16 local authorities, evolved the 2006 campaign with a striking visual appearance and a revised message about appropriate behaviour and enforcement. Results showed significant improvement on 2006, due in part to introducing the threat of a fine of up to £80.

You can view the adverts for each campaign and see the full research details for both by clicking on the showcase at the top of the page.