Keep Britain Tidy: Achieving a fast reduction in fast food litter
Keep Britain Tidy's campaign played on young men's desire to appear desirable by equating dropping litter with looking like a pig.
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.
Keep Britain Tidy is an environmental charity and the anti-litter campaign for England. Research in 2007 revealed that fast food litter is one of England's biggest litter problems, with 24% of streets strewn with fast food. The Keep Britain Tidy litter segmentation report highlighted two important issues: that 18-24 year old males were the most likely group to drop litter and that issues of desirability were very important to this group.