The Solution
We showed our target audience how thoughtlessly dropping litter
changed the way they were perceived by the rest of society - how
normal people came to view them as dirty pigs.
The Result
The publicity generated by the campaign was worth £120K
from a budget of £80k while the ROI was of 3 to 2. The campaign was
hotly debated on news websites and in the papers including Times
Online, Classic FM, Metro and the Independent. We were credited for
a 32% behavioural change in targeted areas and a yearly reduction
of 96 tonnes of litter, delivering a plump monthly saving to the
taxpayer of £3.3m.
