'Sin Bin' / 'Guilty Not Charged' campaign 2007

The 2007 campaign was another roaring success, with results improving upon the previous year’s campaign.

The adverts

• 45% gain in awareness
• Increase in guilt levels
• A rise in people claiming to dispose of gum properly
• 11% saying this is due to awareness of the fine

Campaign message

• 89% said it made them aware of the fine
• 77% said it made them want to put their chewed gum in the bin
• 71% said the ads would change the way they disposed of gum

Gum counts

• 59% less gum was dropped in areas where the campaign ran
• Blackpool (85%) and Oxford (86%) produced exceptional results
  in reduction which exceeded the overall average