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.”