The annual campaign by Gum Litter Taskforce to educate and remind the public about the responsible disposal of chewing gum was launched in Dublin city centre on Wednesday 15th July. The launch was attended by Minister Alan Kelly and the Lord Mayor of Dublin City, Críona Ní Dhálaigh.
The colourful ‘bin it your way’ posters have been a regular feature on the streets of the nation in recent years. Although this year has seen a change in creative direction, the message is still very much the same – bin your gum in a responsible way or face the consequences of a financial penalty.
Once again this year, PML has teamed up with MediaVest to deliver a highly impactful, multi-format ooh campaign, with the creative supplied by AMV BBDO (UK).
Roadside, retail, transport, ambient and digital ooh formats all combine to deliver this important public message to the Irish population.
Research conducted by GLT and released prior to the 2014 campaign showed that 93% of people surveyed then recognised dropped gum as litter and that substantial gains had been made in the number of people disposing of gum in bins rather than on the street.