Kicked off in 2013, lasting 5 years, Mars Wrigley China Littered Gum Program has launched a multifaceted campaign both in online and offline channel, aiming to promote proper disposal behavior of public. From roof greening to carry-on garbage bag, from school to community, Littered Gum Program keeps driving innovation for deeper education. In 2019, the program will continue to cooperate with CFPA (the China Foundation for Poverty Alleviation) and RT-Mart(Mars Wrigley China's TOP 3 Key customers) to generate meaningful activation to uplift public awareness of anti-littering. This year, the main focus is to position anti-littering activation as a trendy lifestyle of Chinese public, especially a deeper engagement of younger generation.
The agency was assigned to generate an integrated communication strategy of anti-littering by delivering fun & cool activation in a more socialized and digitalized way, meanwhile enlarge anti-littering social influence on the society by leverage younger generation's enthusiasm in environmental protection. The program proved success by generating huge social impact and youth participation through innovative approaches, and increasing awareness of anti-littering of the public.