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Chewing Gum Action Group

Chewing Gum Action Group unveils campaign with Bray Leino to tackle chewing gum litter

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By The Drum Team, Editorial

March 8, 2012 | 2 min read

The Chewing Gum Action Group has unveiled a campaign with Bray Leino to tackle chewing gum litter, with the ads to run throughout March and April in 15 selected local authorities.

Funded by the Chewing Gum Action Group - a joint initiative between the Department for Environment, Food and Rural Affairs (Defra), the chewing gum industry and Chartered Institution of Wastes Management – the “Do your country proud…bin your gum” campaign calls on the public to create a cleaner Britain ahead of the Olympics and the Diamond Jubilee by binning their gum.

Sian O’Keefe, senior corporate affairs manager at Wrigley UK, said: “Encouraging behaviour change is the only long-term and sustainable solution to the problem of littered gum and work undertaken by the Chewing Gum Action Group and our local authority partners remains critical to achieving this. 2012 is an incredibly important year for our country and we are calling on the nation to take pride in their local community and bin their gum.”

The ads are set to run in Bournemouth Council, Cardiff Council, Carmenthenshire County Council,Coventry City Council, Islington Council, Highland Council, Lewisham Council, London Borough of Camden, London Borough of Hackney, London Borough of Haringey, London Borough of Merton, Newport City Council, Nottingham City Council, Royal Borough of Kensington and Chelsea, and Oldham Metropolitan Borough Council.

The campaign is launched as research by the Chewing Gum action Group finds 39% of people do not bin their litter.

Launching the campaign, Environment Minister Lord Taylor, said: “The Chewing Gum Action Group’s campaign has increased awareness of the need to tackle the blight of chewing gum on our streets.

“Getting people to be more responsible is the only way we are ever going to tackle the problem. We must all play our part in making our streets cleaner by binning chewing gum responsibly.”

Chewing Gum Action Group

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