Keep Britain Tidy has run two 18- 24 year campaigns as research revealed that this age group are one of the most frequent offenders with regards to litter but also one of the most difficult groups to reach in terms of changing their behaviour.
Due to the extent and amount of littering from this age group, it was decided that 2005 would be a dedicated campaigning year for 18-24 year olds.
The first campaign was launched in May and ran for four weeks using provocative posters featuring scantily clad male and female models who desperately wanted someone to put their litter in a bin for them. Later in the year the second campaign launched using a cinema advert. The Carry on-esque film featured a twenty-something litter bug being lured into a house by what appears to be a saucy siren in her 50s. Once inside, he realises she is an old vamp who will bring him to heel for his filthy habits. Then he finds himself paraded around the streets in a PVC suit, humiliated infront of passers-by. The ad closes with the line – ‘Don’t be a Gimp, Keep Britain Tidy’.
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The campaign was well received, attitude and awareness questionnaires revealed that when shown the posters, 48% of respondents said that they would or might change people’s littering behaviour. Respondents who where shown the cinema advert revealed that 43% were aware of the advert with 79% likely to change their behavior.