The results overview

Since 2006, the Chewing Gum Action Group campaigns have shown increasingly positive results in local authorities across the country, both in terms of awareness of the issue and reduction in gum litter.

The first CGAG campaign in 2006 ran across 15 local authorities and was founded on the insight that we don’t like 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.

The 2008 and 2009 campaigns were also very effective, with even more focus on the fine message resulting in a gum litter reduction of 48%. The 2010 activity took the message from this campaign and increased its impact with a bright illustrative style, resulting in an overall reduction of 50%.

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.