Join our partner coalition and help make littering culturally unacceptable in a generation PRESENTATION TO FOOD AND DRINK FEDERATION MEMBERS FEBRUARY 2020 PRIVATE & CONFIDENTIAL. NOT FOR ONWARD CIRCULATION.
2 AGENDA • The issue • Campaign strategy • Objectives • Audience • Comms framework • Our campaign identity • Year 1 Results • Working in partnership • Next steps Private and confidential – not for onward circulation
3 Litter is more than just unsightly Street cleaning cost Average of 14 calls a local government day to the RSPCA about £663m , or £28 per animals affected by household , in 2017/18¹ litter² Key government priority ¹MHCLG data, 2017/8 England Private and confidential – not for onward circulation ² MHCLG data, 2016/7 England
4 Litter is wasted resource in a circular economy Private and confidential – not for onward circulation
5 CAMPAIGN STRATEGY
6 We want this campaign to achieve a real shift in attitudes Objective Measure Target Shift in acceptance of Bring 18-24s 1. Reduce tolerance to dropping litter if acceptability of either litter by making it there are no bins or if scenario in line with culturally unacceptable the bins are full the general among 18-24 year olds population Number of 18-24 year See at least 25% 2. Target audience olds recognising and campaign recall recalling the campaign recalling the among 18-24 year olds messages campaign messages in tracking surveys Partners bring a Recruit at least 10 combined marketing active and relevant 3. Unite partners to take value of £1m partners who are sustained action on litter (mix of in-kind value aligned to the litter and campaign strategy funding) Private and confidential – not for onward circulation
7 We need to tackle the attitudes of those who are more likely to litter Primary Audience 16 – 24 year olds and drivers living in England Secondary Audience General population of England Private and confidential – not for onward circulation
8 Our campaign has a two-phased approach ALERT & EDUCATE MOTIVATE & NORMALISE ROLE Continue to drive relevance across the year with a compelling and relevant Drive frequency of message and normalise the narrative to continually raise awareness of message by reminding 16-24 year olds and PURPOSE the scale of the issue. Join conversations drivers about the campaign in proximity to they are already engaged in. Challenge purchase and littering locations. ‘anonymous’ behaviour in cars. Out of home Social media Partnerships Continue to Stakeholder advertising – (KBT & Defra) (commercial and reference in Defra comms and roadside and NGO sector) communications endorsement CHANNELS shopping centres TONE & Personalised, contextualised, simple Frequent, relatable, visual MESSAGING Private and confidential – not for onward circulation
9 Identifying the relevant partners to help deliver the message FREQUENTLY LITTERED ITEMS FREQUENTLY LITTERED LOCATIONS Top ten types of litter 51% of ‘[Other] Retail found on the highest percentage of sites ¹ and Commercial Sites’ had fast food-related litter on them, higher than the average found across all land uses. 24% of roads did not meet the acceptable Perceived acceptability standard for litter ² of litter versus its ease of cleaning ¹Local Environmental Quality Survey of England, 2017/18 Private and confidential – not for onward circulation ² Local Environmental Quality Survey of England, 2017/18
10 Motivating and normalising positive litter behaviours INTEGRATE MESSAGE ALONGSIDE INTEGRATE MESSAGE AT POINTS OF DRIVE FREQUENCY OF MESSAGE LITTERED ITEMS LITTERING TRAVEL OOH & AMBIENT RETAILERS MANUFACTURERS* ENTERTAINMENT SOCIAL & DIGITAL PAID MEDIA PARTNERSHIPS (dependent on partner funding) (Indicative and live partners, who have supported via financial and in-kind contributions) Private and confidential – not for onward circulation
11 OUR CAMPAIGN IDENTITY
12 Private and confidential – not for onward circulation
13 Private and confidential – not for onward circulation
14 YEAR 1 RESULTS
15 In year 1 we united some partners in our campaign to end littering We are passionate about the responsibility we have to ensure our communities are clean and our natural environment remains healthy for future generations. Paul Pomroy, Chief Executive of McDonald’s UK We love that our customers care about the We feel strongly that industry has a critical role to environment, and so do we - that’s why we’re play in delivering long-term behaviour change by committed to doing all we can to protect it and encouraging people to bin their litter responsibly. tackle the growing issue of litter. Ana Baptista, Corporate Affairs Director, Mars Wrigley Confectionery UK Roger Whiteside, Chief Executive at Greggs Private and confidential – not for onward circulation
And reached millions with our message >630k Millions 3.3m 75k Views of the of opportunities 16-24 year olds #backofthebin to see the festival goers reached via challenge with campaign at reached at Leeds targeted social free-style travel hubs Festival media campaign footballer - Liv across the UK* Cooke *Through our partners Network Rail, Extra MSA, Roadchef and Moto Private and confidential – not for onward circulation
17 We have delivered ‘always on’ social to normalise the message Private and confidential – not for onward circulation
18 WORKING IN PARTNERSHIP
19 We are seeking financial and in-kind support to help sustain a long term behaviour change campaign Benefits to your organisation Benefits to the campaign Affiliation with a government priority Corporate social responsibility and positive brand perception Opportunity for PR coverage Enhance and broaden any existing waste Extending reach of the campaign disposal programmes and campaigns Ease – the campaign is fully-developed, tested Visible and influential industry champions and optimized, with assets and templates which can be co-branded Leveraging trusted voices to support Lead by example change Private and confidential – not for onward circulation
Examples of partner co-created moments ‘Rubbish ‘Bin It! Roadshow’ with commentary’ with Mars Wrigley McDonald’s and Confectionery toured JOE Media, 1 480 schools million+ views (Apr-Jul, Sep-Nov 2019) (Sep 2019) May Jun Jul Aug Sep Oct Nov Dec Nov Dec Jan Feb Mar Apr Cineworld ads Logo on 850 with Starbucks PepsiCo UK before U-rated family digital panels films (Dec 2019) ( Feb – Jul 2019) Street art mural at #backofthebin litter Leeds Festival, reached challenge with Liv Cooke, around 75,000 people had 472,000 views (Aug 2019) (Aug 2019) Private and confidential – not for onward circulation
21 Flexible, tiered approach to funding, with a range of benefits tied to different levels of support INPUT INTO PRESS OPPORTUNITIES CAMPAIGN GOVERNANCE INTERNAL COMMS CAMPAIGN PLANNING AND ACTIVATION AMONG CIVIL SERVICE STAFF ACCESS TO SOCIAL MEDIA CAMPAIGN MATERIALS Private and confidential – not for onward circulation
22 Want to get involved? If you’re interested in becoming a partner, or would like to find out more about supporting the campaign, please get in touch Charlotte Armitage Charlotte.Armitage@defra.gov.uk Private and confidential – not for onward circulation
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