Keep Britain Tidy: Achieving a fast reduction in fast food litter
SNAPSHOT
Keep Britain Tidy's campaign played on young men's desire to appear desirable by equating dropping litter with looking like a pig.
KEY INSIGHTS
Keep Britain Tidy found that the main litter offenders, young men of 18-24, were nevertheless keen to not be seen as dirty or unhygienic.
The campaign likened them to pigs to show them how others see them when they litter.
The campaign also enabled the charity to discuss with fast food companies their making a long-term reduction in food litter.
SUMMARY
Keep Britain Tidy is...