Environmental charity ENCAMS has today consigned its name to the litter bin and emerged under the moniker of Keep Britain Tidy - the long running campaign it is best known for.
ENCAMS, short for environmental campaigns, has often been regarded as rather a cumbersome name tag in relation to the group's iconic 'Tidyman' branding and popular Keep Britain Tidy campaign rallying call.
However, this issue now been 'tidied up' itself by agency partner Brand Catalyst, which has created the pictured new look for the group and refreshed the Tidyman marque.
Together these two devices will be now used to help the charity connect to local campaigners - being flexible enough that they can be adapted by local communities and authorities to push their own campaigns, while still anchoring their activities back to the group itself.
The Tidyman in action
A spokesperson from the organisation commented that the "large majority" of people have always known the organisation as Keep Britain Tidy, so the move makes business sense while also giving it a welcome opportunity to boost its profile.
New celebrity needed
It is also looking to achieve this through the recruitment of a new celebrity ambassador to follow in the footsteps of past champions such as Abba, Marc Bolan and Morecambe and Wise.
Phil Barton, group chief executive, said that they needed someone who could "inspire others and use their celebrity status to influence and educate everyone who litters, whoever they are and wherever they live."
Keep Britain Tidy's relaunch (and celebrity push) coincides with the launch of their new website from Reading Room.
A spokesperson from the group's web department previously told How-Do that the organisation was looking “to launch a site that is socially inclusive and really connects with communities.
"A destination where people that are concerned with the environment – with the state of the nation if you like – can visit, interact with one another and source inspiration and support.”
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