Kitten: using humour
A light tone intervention that uses a touch of humour and an unexpected image to help the message get noticed.
Builds on the insight that people are sometimes more worried about gum sticking to pets than they are to other people...
About this campaign
This intervention works well where a light (rather than official) tone is generally used in communications. It proved very effective when trialled across a variety of formats using bins and street furniture in a busy shopping area to encourage people to think twice before dropping gum.
61% reduction in gum littering, when trialled around Saint David's Dewi Sant, Cardiff
Clear PET Film A5
5mm bubble board A3
Satin Paper FSC A4, A3
Weatherproof polyprop A3, 50cm round
Street furniture stickers
Weatherproof polyprop A4