Effective gum littering reduction

Free, ready-to-use signage
Proven to be twice as effective as expensive cleansing,
reducing littering by over 60%

Spotless streets make for happier, healthier communities. While most chewers do the right thing and bin their gum, it is vital that we keep encouraging people to love where they live and be responsible with litter. Traditional cleansing and enforcement methods are expensive and their impact is short lived. So, through extensive research and testing, we have developed a set of effective behaviour change interventions - available printed and delivered at no cost - for all those with a passion or responsibility for dealing with this sticky issue.

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How to use this site:


Browse designs

Nine targeted behaviour change interventions


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As many as you need, printed and delivered for free, or download digital files


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And tackle littering to keep your local area looking its best

Love where you live

This site is made for anybody devoted to their local area and responsible for bringing out its best. The signage has been proven to slash littering rates in hotspots such as shopping streets, food & drink outlets, bus stops and stations. Use the menu below to browse designs suited to specific problem areas you're dealing with.

Proven effectiveness

All the signage available in this toolkit has been tested in local pilots, where we've worked with partners around the country to trial the interventions and measure their effectiveness. We used new evaluation methods, providing unprecedented robustness in proving effectiveness.

Each intervention has been proven to reduce littered gum by at least a third and in some cases up to 64%, whilst being easy to execute and highly scalable. This effect is sustained over the long term - a single campaign can be retained for up to a year before losing effectiveness.

In addition, our tests showed that the signage can be more than twice as effective as cleansing. A site that has only been cleaned will return to a normal rate of gum littering after just 4 months.

Given the considerable expense of removing littered gum, this has important implications:
- Costs savings from less frequent rental of specialist equipment
- Opportunities to redeploy cleaning officers
- Cover wider areas with greater gaps between cleaning while achieving better results

“We were really surprised and happy to see the scale and effectiveness of the signs. Our campaign pointing out bins around bus stops on Islington High Street halved gum littering in the area. Being able to access free materials proven to help us save money and keep our local environment clean is a win-win for us.” Islington Council

Our responsibility

Mars Wrigley has long recognised that we have a responsibility to work with others to help tackle the problem of littered gum.

We have been investing in campaigns and partnerships addressing litter across the UK for many years. Our experience has taught us that the only long-term solution is stopping people from doing it in the first place by promoting responsible disposal.

Through a 5-year innovation programme and collaboration with not-for-profit social enterprise Behaviour Change, we have worked with local partners to test a range of new ways to encourage responsible behaviour. As a result, we now have a growing bank of knowledge about what works to share with practitioners, with the aim of boosting litter reduction efforts nationally.

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