A campaign launches in Liverpool today (Monday, September 22) with the aim of reducing littered gum in the city centre.
Encouraging visitors and workers to ‘Bin it your way’, the Liverpool BID Company has partnered with Amey and the Chewing Gum Action Group (CGAG), an organisation chaired by Defra (Department for Environment, Food and Rural Affairs) and funded by the chewing gum industry, to tackle gum litter in the UK.
The campaign, now in its ninth year, sees industry working with councils and BIDs to develop local initiatives to reduce chewing gum litter. Results from previous years demonstrate the significant impact of the campaign on gum litter levels. In 2013 the campaign led to an average fall in gum litter of 47% in participating areas, with some authorities reporting even higher results.
Love Wimbledon BID saw a 67% decrease whilst Bournemouth Council and Neath Port Talbot Council saw a 63% and a 62% decrease respectively.
This year’s advertising campaign features professionally choreographed and highly innovative dance moves, encouraging gum chewers to dispose responsibly of gum litter in a fun and engaging way or face a fine of up to £80. The dynamic, brightly coloured adverts will appear in a range of locations across the local area, including roadside banners, bus stops, lamp-posts and telephone kiosks.
In Liverpool city centre, six distinct locations are being targeted to monitor the sticky problem including outside Central and Moorfields train stations.
Bill Addy, Chief Executive of Liverpool BID Company, which represents more than 1,500 businesses in Liverpool city centre, said: said: “Chewing gum litter is a real nuisance that is costly and difficult to remove. We want Liverpudlans to be proud of where they live which is why we have partnered with the Chewing Gum Action Group to raise awareness and proactively tackle this problem.
“Having seen previous years’ positive results we hope that this campaign will encourage gum chewers to think before they dispose of their gum and understand that they can play a part in making Liverpool city centre a clean and inviting place to live.”
CGAG campaign co-ordinator Kristian Bentham said: “Year on year we have seen the chewing gum action campaign deliver some great results. We are delighted to be working with Liverpool BID Company this year to help them create cleaner, more attractive places to live and work.”