Minister Launches the 2017 Gum Litter Taskforce Campaign
Minister Denis Naughten, Department of Communications, Climate action and Environment and supporters.
The Gum Litter Task Force has rolled out its 2017 public awareness campaign, reminding us to ‘Bin Your Gum When You’re Done.’
The initiative has run as an annual OOH campaign in recent years to encourage the public to dispose of their gum responsibly.
As a public awareness campaign, the choice of displaying on OOH formats is an effective method of getting the message noticed by a large and diverse audience.
PML worked in association with media agency Mediavest, planning agency Mediacom and creative by AMV BBDO, to create a heavyweight multi-format OOH campaign which commenced in cycle 10. The Connolly Gallery will be alight with their animated design, as well as utilising other OOH formats such as 48 Sheets, Bus Shelters, dPods and Metropoles for maximum exposure in the Greater Dublin Area.
Research has positively demonstrated the effectiveness of the campaign, according to research carried out by Millward Brown on behalf of GLT in 2016, 93% agreed that dropping gum is littering and 83% claim they always dispose of their gum correctly.
These are encouraging results for the campaign, as proven when GLT was the awarded the 2016 PML Poster Impact Award for Top Call to Action poster.
Speaking at launch, Minister for Communications, Climate Action & Environment, Denis Naughten said: “The Gum Litter Taskforce or GLT is an excellent example of an industry working with the State demonstrating real corporate social responsibility. It’s fitting that we’re having this launch today in Roscommon as we recently ranked in second place nationwide in the Irish Business Against Litter Survey. We’re hoping to move up one in the next result and the GLT campaign I’m sure will go some way towards helping us to achieve that here in Roscommon. Initiatives like this campaign are about continuing to take pride in our communities and continuing to take personal responsibility for their upkeep.”
The Davy Select pension
Davy recently promoted the Davy Select Pension, using creative by Javelin that conveyed Davy Select as the quality choice when looking for the pension that’s right for you.
The creative in the campaign included a diamond on the right hand side of the poster that was held up by a tweezers, similar to how a jeweller would inspect a diamond when its quality is being valued. Opposite the diamond on the poster was the text ‘The Davy Select pension’, emphasising the idea that Davy is a top quality company and can be trusted if you choose them as your pension provider.
The ooh campaign by PHD and PML ran on Admobile and 48 Sheets, and City Impacts in main urban areas.
Sky’s the limit on out of home for 7UP’s Balloon Street
7UP Free recently took a refreshingly original approach to out of home, with the launch of 7UP Balloon Street on Coppinger Row in Dublin’s city centre.
Passers-by on Coppinger Row enjoyed a vibrant, colourful installation of hot air balloons in green, yellow, red and white. These balloons were also showcased throughout the night with specially designed LED lights illuminating the street.
Coppinger Row was covered in these colourful balloons from the 2nd to 8th of August. The launch of Balloon Street was celebrated on the August Bank Holiday weekend, with passers-by receiving a free bottle of 7UP Free Tropical Splash when they visited Balloon Street.
Competitions were also incorporated into the campaign using social media sites. 7UP Free teamed up with FM104 to give their listeners a chance to win a trip to South America. Hot air balloons were strategically placed around well-known areas in Dublin, such as Dublin City University, the National Aquatic Centre and The O2, and people had to guess where the balloons were located when pictures of them at various places were posted on Twitter.
7UP Free also ran a Twitter competition where they asked passers-by to guess how many balloons there were on Coppinger Row, using the hashtag ‘#7UPBalloonStreet’. The winner correctly guessed that there were 198 balloons and will receive a GoPro 3+ camera as their prize.
The campaign proved to be very successful, with passers-by stopping and taking notice of the hot air balloons on Coppinger Row and many interacted with 7UP Balloon Street through such social media sites as Facebook, Twitter and Instagram.
This campaign was part of 7UP Free’s ‘Refreshingly Original’ summer campaign and other ooh formats used in the promotion include 48 Sheets, 96 Sheets, Adshel, Golden Squares and Super Rears. The creative focuses on showing Dublin/Irish landmarks with a 7UP Free slant.
This campaign was planned by PML Group’s ambient division and OMD, with creative by Irish International.