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Keep Britain Tidy wins three awards for anti-litter campaign |
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Friday, 20 November 2009 |
Keep Britain Tidy, the Wigan-based anti-litter charity has picked up three gongs at the Green Awards including the main Grand Prix Award for its “Dirty Pig” campaign which targeted people who drop fast food litter.
Previous winners of the Grand Prix have included Nokia, Honda and O2.
“Dirty Pig” launched in January 2009 and depicted teenagers developing pig-like features after dropping litter.
It was backed by a media story about fast food brands lying in the gutter which got national media attention and led to McDonalds and Greggs working with Keep Britain Tidy to tackle litter.
Keep Britain Tidy’s two other awards were in the Best Green Charity and Best Social Enterprise Campaign categories.
The judges said that Keep Britain Tidy’s campaign had: “Best exemplified an outstanding environmental message and had the greatest capacity to raise awareness. Judges were impressed by the results of the campaign. The people it was targeted at are those who tend to miss out on sustainability messages. Keep Britain Tidy collaborated with McDonald’s and Gregg’s and really thought about the audience and demographic they wanted to target.
“The most persuasive statistic was the 31% reduction in litter at the sites they worked with – and the website was quite astonishing and clearly well aimed at its audience without pandering to the sensitivities of the environmentally conscious.”
Ginette Unsworth, Keep Britain Tidy’s senior media and marketing manager added: “It’s nice to win awards but ultimately we want to drive change and want to get people to stop dropping litter. We feel that campaigns such as Dirty Pig need to be controversial because it’s the only way to spark debate and influence.” Something to add? Then leave a comment below or email us now.
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