unacceptable in a generation PRESENTATION TO FOOD AND DRINK - - PowerPoint PPT Presentation

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.

AGENDA

• The issue
• Campaign strategy
• Objectives
• Audience
• Comms framework
• Our campaign identity
• Year 1 Results
• Working in partnership
• Next steps

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Litter is more than just unsightly

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Street cleaning cost local government £663m, or £28 per household, in 2017/18¹ Average of 14 calls a day to the RSPCA about animals affected by litter² Key government priority

¹MHCLG data, 2017/8 England ²MHCLG data, 2016/7 England Private and confidential – not for onward circulation

Litter is wasted resource in a circular economy

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CAMPAIGN STRATEGY

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We want this campaign to achieve a real shift in attitudes

• 1. Reduce tolerance to

litter by making it culturally unacceptable

Shift in acceptance of dropping litter if there are no bins or if the bins are full among 18-24 year olds Bring 18-24s acceptability of either scenario in line with the general population

• 2. Target audience

recalling the campaign messages

Number of 18-24 year

• lds recognising and

recalling the campaign messages See at least 25% campaign recall among 18-24 year olds in tracking surveys

• 3. Unite partners to take

sustained action on litter

Recruit at least 10 active and relevant partners who are aligned to the litter strategy Partners bring a combined marketing value of £1m (mix of in-kind value and campaign funding) 6

Target Objective Measure

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We need to tackle the attitudes of those who are more likely to litter

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Primary Audience Secondary Audience

General population of England 16 – 24 year olds and drivers living in England

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Our campaign has a two-phased approach

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ROLE TONE & MESSAGING PURPOSE

ALERT & EDUCATE MOTIVATE & NORMALISE

CHANNELS Frequent, relatable, visual Personalised, contextualised, simple Continue to drive relevance across the year with a compelling and relevant narrative to continually raise awareness of the scale of the issue. Join conversations they are already engaged in. Challenge ‘anonymous’ behaviour in cars. Drive frequency of message and normalise the message by reminding 16-24 year olds and drivers about the campaign in proximity to purchase and littering locations. Stakeholder comms and endorsement Continue to reference in Defra communications Partnerships (commercial and NGO sector) Social media (KBT & Defra) Out of home advertising – roadside and shopping centres

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Identifying the relevant partners to help deliver the message

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FREQUENTLY LITTERED ITEMS

Top ten types of litter found on the highest percentage of sites¹

FREQUENTLY LITTERED LOCATIONS 51% of ‘[Other] Retail 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 standard for litter²

Perceived acceptability

• f litter versus its ease
• f cleaning

¹Local Environmental Quality Survey of England, 2017/18 ²Local Environmental Quality Survey of England, 2017/18 Private and confidential – not for onward circulation

10 DRIVE FREQUENCY OF MESSAGE INTEGRATE MESSAGE ALONGSIDE LITTERED ITEMS INTEGRATE MESSAGE AT POINTS OF LITTERING

RETAILERS MANUFACTURERS* TRAVEL ENTERTAINMENT OOH & AMBIENT SOCIAL & DIGITAL

PAID MEDIA

(dependent on partner funding)

PARTNERSHIPS

(Indicative and live partners, who have supported via financial and in-kind contributions)

Motivating and normalising positive litter behaviours

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OUR CAMPAIGN IDENTITY

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Private and confidential – not for onward circulation

YEAR 1 RESULTS

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In year 1 we united some partners in our campaign to end littering

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We feel strongly that industry has a critical role to play in delivering long-term behaviour change by encouraging people to bin their litter responsibly.

Ana Baptista, Corporate Affairs Director, Mars Wrigley Confectionery UK

We love that our customers care about the environment, and so do we - that’s why we’re committed to doing all we can to protect it and tackle the growing issue of litter.

Roger Whiteside, Chief Executive at Greggs

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 Private and confidential – not for onward circulation

And reached millions with our message

3.3m

16-24 year olds reached via targeted social media campaign

Millions

• f opportunities

to see the campaign at travel hubs across the UK*

75k

festival goers reached at Leeds Festival

>630k

Views of the #backofthebin challenge with free-style footballer - Liv Cooke *Through our partners Network Rail, Extra MSA, Roadchef and Moto

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We have delivered ‘always on’ social to normalise the message

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WORKING IN PARTNERSHIP

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We are seeking financial and in-kind support to help sustain a long term behaviour change campaign

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Extending reach of the campaign Lead by example Opportunity for PR coverage Corporate social responsibility and positive brand perception Enhance and broaden any existing waste disposal programmes and campaigns Ease – the campaign is fully-developed, tested and optimized, with assets and templates which can be co-branded Visible and influential industry champions Leveraging trusted voices to support change Affiliation with a government priority

Benefits to your organisation Benefits to the campaign

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Cineworld ads with PepsiCo UK before U-rated family films (Feb – Jul 2019) Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ‘Bin It! Roadshow’ with Mars Wrigley Confectionery toured 480 schools (Apr-Jul, Sep-Nov 2019) ‘Rubbish commentary’ with McDonald’s and JOE Media, 1 million+ views (Sep 2019) Logo on 850 Starbucks digital panels (Dec 2019) Street art mural at Leeds Festival, reached around 75,000 people (Aug 2019) #backofthebin litter challenge with Liv Cooke, had 472,000 views (Aug 2019)

Examples of partner co-created moments

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Flexible, tiered approach to funding, with a range

• f benefits tied to different levels of support

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INPUT INTO CAMPAIGN GOVERNANCE PRESS OPPORTUNITIES SOCIAL MEDIA INTERNAL COMMS AMONG CIVIL SERVICE STAFF CAMPAIGN PLANNING AND ACTIVATION ACCESS TO CAMPAIGN MATERIALS

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Want to get involved?

If you’re interested in becoming a partner, or would like to find

• ut more about supporting the campaign, please get in touch

Charlotte Armitage Charlotte.Armitage@defra.gov.uk

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