Gum Litter Taskforce launches 2016 campaign on OOH

GLT 2016Pictured L-R: Nicola Gillen (Mediavest), Mike O’Connor (Mediavest), Avril Donlon (Ibec), Gemma Gilmore (Mediavest) and Niamh Daly (PML)

Gum Litter Taskforce kicked off its summer campaign in cycle 10, with the launch of the campaign taking place on the streets of Dublin on 10th May.

The GLT campaign has seen huge success to date with the National Litter Pollution Monitoring System results showing an overall decrease in people dropping gum from 26% when the campaign started in 2007, to 11% in the latest results. The results of the attitudinal research carried out by Millward Brown on behalf of the GLT during the 2015 campaign saw the highest numbers to date reporting they never drop gum.

The theme of GLT’s 2015-2017 campaign is ‘Bin your gum when you’re done’ and the creative by AMV BBDO that was launched last year is being used again in this year’s advertising, which runs across Outdoor, TV, print and online.

Planning agency Mediacom and Buying agency Mediavest worked with PML to run a heavyweight multi-format OOH campaign, which includes 2D special builds on 48 Sheets and Adshel Lenticulars.

The GLT campaign roadshow is taking place across the country over the coming weeks and this year a GLT Basketball game is going around with the roadshow.

Speaking about the launch of the 2016 campaign, Chairman of the GLT Paul Kelly said:

The main goal of this campaign has always been to reduce the amount of gum litter and change people’s behaviour towards littering. The results of the National Litter Pollution Monitoring System are demonstrable proof of the success of the campaign to date. We’re hoping to build on this success again this year and see even better results. The national launch today will set off an extensive advertising campaign which is being rolled out nationwide and includes the various strands of the campaign such as the hugely popular Bin It!.”

Industry representative Alex West; Senior Manager, Corporate Affairs – UK & Ireland for the Wrigley Company added: “The Wrigley Company is delighted to be the industry representative on the GLT. The Gum Litter Taskforce is a unique industry funded initiative that runs in partnership with local and national government and civic society to tackle a common goal through awareness and education. The campaign results to date have demonstrated the success our approach has had in changing behaviour and attitudes to gum littering.”