IT’s exciting to see a dynamic new nationwide campaign being launched by a small group of professionals united by a shared passion for looking after our environment – and growing concerns about litter.
Clean Up Britain (CLUB) has been lobbying hard for a national litter campaign as well as inspiring and enabling communities and businesses to tackle a range of recycling and environmental issues, from reducing single-use plastics to clamping down on fly-tipping and roadside litter.
Founded by John Read, who has extensive experience in campaigning, corporate communications and public affairs, CLUB launched its Litter Kills initiative last month with the following message:
The UK has a serious litter problem. Take a look around you – every village, town, city, beach and roadside is blighted with the lazy leftovers of our daily lives.
We’ve been wrestling hard with how to properly ignite the conversation about litter and the damage it does.
In particular, we need to get to young women and men, age 16-30, who don’t even think about litter. This age group, while outwardly professing a love of the planet, recycling and other green issues, over-indexes on littering compared to other age groups.
It’s been ages since a national anti-litter campaign ran which changed littering behaviours, the topic of littering gets no airtime with this audience, and any wider efforts to prompt thinking and behaviour change has been largely ineffective.
Litter doesn’t really figure on their radar. Yet.
We had seen the RSPCA stats – they get 5,000 calls a year about animals injured by litter. Instinctively, we knew that this must be the tip of the iceberg.
We also knew, from previous research, that talking about hurt and dead animals was one of the only ways to ignite the conversation about litter with our target audience.
And so we began looking hard at the impacts of litter on animals, and with help of the RSPCA, the British Veterinary Association and the pet charity Blue Cross, we built the bigger, shocking picture. Our campaign ‘Litter Kills’ was born.
CLUB recognises the images are shocking, but believes that’s necessary:
We need to give people a reason to react strongly to seeing others litter, and make those who do think twice. We have to shift attitudes and behaviour.
We’re supposedly a nation of pet and animal lovers. British households in total host 8.5m dogs and 8m cats. Millions of us care about wildlife and enjoy seeing wild animals where we live, work and play.
Yet our littering habit affects thousands and thousands of animals in a very bad, sometimes fatal, way.
Tragically, the images selected for the campaign are all real, selected from countless case studies of animals injured or poisoned by discarded takeaways, mouldy food or broken glass.
The “litter kills – it’s time to act” message is part of CLUB’s Now or Never campaign which kicked off in Leamington Spa and received widespread local and national media coverage.
And earlier news releases have focused on issues like fly-tipping, another issue close to our hearts at The Beyonder.
Back in March last year, CLUB warned busy residents not to unwittingly pay rogue traders to dispose of their waste.
The message was simple: make a quick check with the Environment Agency to see if they have a waste carrier permit, rather than risking a huge fine for having the waste disposed of illegally. Any legitimate trader should be happy to provide their name or registration number. The agency can be contacted by phone on 03708 506 506).