'Fluffy Boots' campaign 2006

The 2006 'Fluffy Boots' campaign proved to be a great success, with results showing significant improvements in several areas.

The adverts

• 71% said the posters were appealing
• 74% said the adverts made them think about the effect of dropping gum
• 63% said adverts made them want to change their behaviour
• 81% of gum-droppers recognised that the adverts were aimed at them

Campaign message

• Correct message taken from the adverts increased from 56% to 62%

Gum counts

• An average reduction of 38%