Keep Britain Tidy is looking to combat fast food related litter, with a new campaign launched by a team of three Manchester agencies.
Pigging out - Kinetic's creative
The campaigning body, based at Encam’s Wigan HQ, has charged Kinetic Wilmslow, Mediavest Manchester and media owner Clear Channel (North) with masterminding the nationwide 6-sheet and phone-box activity.
Aimed primarily at 18-24 year olds – pinpointed by research as the main offending group that might be persuaded to change their ways – the creative compares those that drop litter to pigs and looks to capture their attention at the very locations where they may be tempted to offend.
Speaking about the activity, Katie Azurdia, a specialist account manager at Clear Channel Outdoor North, commented: "The brief was to target litter offenders in specific areas using small outdoor formats.
“By using Clear Channel's advanced planning tools and unique panel labeling system, I was able to select a campaign of roadside 6s and Connect phone boxes within a very close proximity to fast food outlets, bars & clubs & cinemas.
Alex Shepherd, account manager at MediaVest Manchester, added: “The campaign will not only be seen by individuals who may commit an offence but will also hopefully generate discussion amongst groups and hopefully enable peers to pressure offenders into re-thinking their behaviour.”
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