5.

Measure the effectiveness of the campaign

Monitoring the effectiveness of the campaign is a great way of showing local people and partners the impact it has made.

Measuring gum litter reduction

The chewing gum monitoring should take place as follows at each of the survey areas chosen at the start:

• 28 days before your campaign starts, cleanse the control areas and leave for 28 days. At the end of the 28 days, count the number of ‘blobs’ of gum that have built up in the area. This will tell you how much is being dropped without a campaign
• At the start of the campaign cleanse your areas and leave for 28 days, while the campaign is running. At the end of the 28 days count the number of ‘blobs’ that have been deposited in the area. This will tell you the immediate effect of advertising while it is running
• At the end of the campaign, cleanse the area again and leave for a further 28 days. At the end of the 28 days, count the number of ‘blobs’ that have been deposited in the area. This will tell you the effect once the campaign itself has come to an end
• You can carry out more counts if you wish, but it is vital that as a minimum the following is observed. This methodology will give you an idea of how successful the campaign has been, by measuring how much gum has been dropped before and after the campaign has run
• In order to be consistent, monitoring should be conducted at the same time and on the same day of each week. If you are carrying out cleansing demonstrations as part of the campaign, don’t cleanse the control areas except where outlined above otherwise you will not be able to count the build up